What is ‘Project Zero’ introduced by Amazon in India?

To block selling of counterfeit goods on its platform, e-commerce giant Amazon has introduced ‘Project Zero’ in India, in a bid to ensure that customers receive authentic goods when shopping on Amazon.

What is ‘Project Zero’?

It introduces additional proactive mechanisms and powerful tools to identify, block and remove counterfeits. More7,000 brands have already enrolled in Project Zero across United States, Europe and Japan. A number of Indian brands participated in a pilot to help Amazon test the experience in India.

How does Project Zero work? It combines advanced technology and innovation of Amazon along with sophisticated knowledge that brands listed of platform have of their own intellectual property as well as how best to detect counterfeits of their products. It does so through 3 powerful tools:

(1) Automated protections

(2) Self-Service Counterfeit Removal Tool– It works in a seamless manner and has brought relief to brand owners.

(3) Product serialization– It is enabled by a unique code that brands apply within their manufacturing and packaging process. It allows Amazon to individually scan and confirm authenticity of every single purchase of a brand’s enrolled products through Amazon’s marketplace.

Significance: Project Zero will ensure that customers always receive authentic goods when shopping on Amazon. It could also lead to many more brands in India (from small and emerging entrepreneurs to large multi-national brands) partner with Amazon to drive counterfeits to zero and deliver a great shopping experience for customers.

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