Amazon has expanded its counterfeit removal tool that enables brands to remove counterfeit listings automatically to the EU.
Project Zero allows brands to have to remove counterfeit listings on Amazon themselves, thus removing the need to report fakes to the site.
Its latest expansion of the tool sees brands from France, the UK, and Germany, among others, being given the opportunity to utilise it.
Project Zero uses automated protections and serialisation alongside the self-removal tool so that brands can have total control over removing counterfeits on the platform.
The product serialisation offers brands a product serialisation service that allows Amazon to scan and confirm the authenticity of a brand’s products that are purchased in Amazon’s stores.
Currently, over 3,000 brands have been given access to Project Zero in the US, with Amazon saying it is “excited to see more brands partner with us to drive counterfeits to zero in Europe”.
Project Zero is currently invite-only, with travel pillow makers Trtl being given the chance to experience it. Trtl’s CEO, Michael Corrigan commented: “Trtl was excited to be a part of the Amazon Project Zero pilot in the EU. Our experience of the self-service removal tool was excellent, and the take-down time was lightning fast.”
“We believe Amazon Project Zero and our use of the product serialisation service will help protect our brand and our consumers online. Thank you, Amazon.”
Simon Baggs, CEO of Incopro, warned that brands that rely on designs or patents when enforcing their rights are “shut out” of Amazon’s Project Zero.
Amazon recently expanded its product serialisation service, Transparency, into numerous new international markets, including Europe.