Amazon Releases 2020 Brand Protection Report, Fully Communicating Amazon’s Latest Progress in Promoting “Zero Counterfeit”

May 10, 2021 - Amazon today released its 2020 Brand Protection Report, which comprehensively communicates how Amazon ensures that consumers around the world purchase authentic products on the Amazon Store. Amazon has invested heavily in building a professional brand protection team and industry-leading machine learning technology to proactively protect consumers, brands, and sellers from counterfeiters, and hold counterfeiters who attempt to sell counterfeit goods on the Amazon Store accountable. In 2020, Amazon invested more than $700 million worldwide and had more than 10,000 employees worldwide to combat fraud, including counterfeiting.

Dharmesh Mehta, vice president of Amazon's Global Customer Trust and Partner Support team, said : "During the epidemic, Amazon is an important partner for millions of third-party sellers selling products in the Amazon Marketplace, helping sellers continue to sell products through the online store. Although bad behavior has increased with the epidemic, Amazon ensures that the vast majority of consumers can buy authentic products with confidence. Our team's continuous innovation has prevented more than 6 million abnormal seller account registrations and blocked more than 10 billion suspicious and substandard products from being put on the shelves for sale, and is committed to making counterfeit goods on the Amazon Marketplace 'zero'."

The Amazon 2020 Brand Protection Report includes important innovations and progress made by Amazon to combat counterfeiting and protect consumers and brands around the world , including:

Amazon has invested more than $700 million globally to combat fraud, including the sale of counterfeit goods.

Amazon has more than 10,000 employees worldwide involved in combating fraud, including counterfeit sales.

Amazon has taken effective measures to block more than 6 million abnormal seller account registrations , preventing bad actors from listing counterfeit goods.

Amazon actively and strictly audits sellers to ensure that honest sellers enter Amazon and provide authentic products to consumers. Globally, only 6% of sellers' account registration applications are approved and products are put on the shelves for sale.

Amazon “captured” more than 2 million counterfeit items sent to its fulfillment centers and destroyed them, ensuring that counterfeits could not be resold to consumers elsewhere in the retail supply chain.

Amazon has blocked more than 10 billion suspected substandard products from being put on sale.

Amazon Transparency , a serialization service that protects individual items, has protected more than 500 million items.

The complaint rate for counterfeit goods on Amazon is less than one in ten thousand. Amazon will investigate and approve relevant complaints in a timely manner.

Through IP Accelerator, more than 7,000 small and medium-sized businesses have been connected with trusted law firms in the U.S. and Europe, successfully filed trademark applications, and gained early access to the brand protection tools available through Amazon Brand Registry.

Amazon has established a global anti-counterfeiting team, which is mainly responsible for investigating relevant information on counterfeiters and sharing clues with law enforcement agencies, conducting independent investigations on counterfeiters or joint investigations with brands, and filing civil lawsuits against counterfeiters .

The Brand Protection Report describes three strategies Amazon uses to combat counterfeit goods:

Active and strict auditing. Amazon proactively prevents counterfeit goods and bad actors from appearing in the mall through advanced machine learning technology and manual review by experts, and continues to innovate to crack down on counterfeiters who try to circumvent Amazon's audits and avoid opportunities for counterfeiters to take advantage. In China, Amazon continues to provide sellers with compliance, brand protection and other training through its global store business, and helps sellers understand relevant laws and policies through multiple channels to prevent counterfeit goods from being put on the shelves.

Powerful brand protection tools. Brands know their products best, including trademarks, patterns, and designs. Amazon provides tools such as Brand Registry, Transparency , and Project Zero to help brands block counterfeit goods. These tools work based on Amazon's advanced technology and each brand's understanding of its products. Through joint efforts with brands, we are able to more effectively discover, prevent, and crack down on counterfeiters, thereby protecting consumers and brand owners. Many Chinese brands have effectively prevented counterfeits and infringements through Amazon's brand protection tools and have done global brand protection.

"After registering our brand on Amazon, if we encounter infringement reports from others, we only need to provide proof and Amazon will help us resolve the issue, saving the time and cost of seeking lawyers. When other sellers infringe on our brand, we can also use Amazon's reporting infringement tool to report to Amazon for action . Transparency   It can also prevent counterfeits in advance and even save the energy and time of reporting them afterwards. ”   ——Fuzhou Feiwo Trading Co., Ltd.

“ Transparency helps us solve the problem of being compromised by counterfeit goods across multiple sites .   After the protection is turned on, even if the products are sold at different sites, they can still be protected, which truly achieves global brand protection. " - Shenzhen Shijia Technology Co., Ltd.

"Reporting infringement is available to all sellers who have completed Amazon brand registration. It is effective and has a low threshold. Project Zero requires a certain accuracy rate in reporting before you can use it, but the effect is immediate, you can remove it by yourself immediately, and it is almost 100% successful. The protection effect of Transparency is the strongest among the three, because it is a pre-emptive protection, and the other party does not even have the opportunity to infringe or sell counterfeit goods. " - Lepro

Hold counterfeiters accountable. Amazon will continue to innovate based on proactive and rigorous audit processes and powerful brand protection tools until there are no counterfeits on the Amazon store. This is an escalating battle with criminals who attempt to sell counterfeits. The only way to permanently stop counterfeiters is to hold them accountable through litigation and criminal prosecution. In China, starting in 2020, Amazon regularly shared the progress of brand protection-related work with relevant law enforcement agencies, exchanged views on topics such as cross-border counterfeiting, and submitted written suggestions to the judicial authorities, calling for attention to combating cross-border intellectual property crimes and cross-border network gray and black industries. It also worked closely with relevant law enforcement agencies to combat crimes such as counterfeiting, and is committed to creating a healthy business environment and creating a trustworthy shopping experience for consumers.

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