Amazon’s crackdown on counterfeit products is paying off. In 2024, the company identified, seized, and removed over 15 million fake products worldwide – that’s 8 million more than in 2023. This move prevented these products from harming consumers or being resold elsewhere in the retail supply chain. According to Amazon’s 5th Brand Protection Report, the company has invested over $1 billion and employs thousands of people to tackle counterfeiting.
The Amazon Counterfeit Crimes Unit, launched in 2020, has pursued over 24,000 counterfeiters through lawsuits and law enforcement reports. This progress shows that Amazon’s efforts to dismantle counterfeit rings are working. As the company notes, “We provide reliable and secure shopping experiences through customer education and protection. We also proactively protect our customers and store from counterfeiters, and work with public and private sectors to inform consumers.”
Amazon is committed to working with brands to eradicate counterfeiting and protect consumers. In 2024, the company launched an API for its Transparency serialization program, automating the process for brands to enroll. Transparency verified over 2.5 billion product units, and 88,000 brands worldwide have signed up, including Fortune 500 companies, global brands, startups, and small businesses.
Innovations in AI to Stop Infringements
Amazon’s continuous investment in Artificial Intelligence has improved proactive controls, “automating and enhancing our intellectual property protection and counterfeit detection systems.” These controls can block over 99% of suspicious listings before brands even detect them. While the number of products available on the marketplace has grown since 2020, infringement reports from brands have decreased by 35%.
As Amazon puts it, “We’re proud of the progress we’ve made in preventing counterfeiting. This required significant innovation and perseverance, and wouldn’t be possible without our partnerships with brands, organizations, lawmakers, law enforcement, and other stakeholders. We remain committed to continuous progress and won’t stop until counterfeiting is zero.”