Amazon launches “Project Zero” in India to hinder counterfeit goods

Amazon has launched “Project Zero” in India in order to ensure that customers receive authentic goods while shopping on Amazon. “Project Zero” introduces additional proactive mechanisms and powerful tools to identify, block and remove counterfeits.

Across the United States, Europe and Japan, over 7,000 brands have already been enrolled in Project Zero. A number of Indian brands participated in a pilot to help the company test the experience in India.

“Project Zero” combines Amazon’s advanced technology and innovation with the sophisticated knowledge that brands have of their own intellectual property and how best to detect counterfeits of their products.

Project Zero has been implemented with the help of automated protections, self-service counterfeit removal tool and product serialization. In its feedback, Hindustan Unilever has acknowledged that the tool has brought relief to brand owners and works in a seamless manner.

Product serialization is enabled by a unique code that brands apply within their manufacturing and packaging process, thereby allowing Amazon to individually scan and confirm the authenticity of every single purchase of a brand's enrolled products through Amazon's marketplace.