Amazon thinks that AI will help solve its counterfeit problem

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On Thursday, the company unveiled Project Zero, which will allow brands to remove counterfeit items themselves without the help of Amazon.
Amazon (AMZN) – who has been fighting counterfeit products for a long time on his site – will automatically monitor counterfeit items. The project uses a type of artificial intelligence called machine learning that constantly analyzes Amazon stores and removes alleged counterfeits. Businesses share their logos, trademarks and other important brand information with Amazon. Amazon scans the list of products every day for fake items before purchase.

Previously, brands had to report counterfeit items to Amazon. Amazon now offers a "self-service counterfeit removal tool" that allows brands to delete these items themselves.

The new Amazon Product Serialization Service also offers a unique code for each item, which brands place on products during the manufacturing process. When products bearing these special serial numbers are ordered on Amazon, the eCommerce giant analyzes and verifies the authenticity of the purchase and can prevent the purchase of fake products.

Brendan Witcher, vice president of the Forrester research company, sees this project as a positive step in brand protection and the resolution of the problem of counterfeiting.

"This is not going to create more burden for brands, it will help them a lot," he said. "While Amazon was working so far, brands had to keep a close eye on what was happening on the website."

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Amazon is testing the new project with several brands, including Vera Bradley, Thunderworks and ChomChom Roller, and reports that its systems detect on average 100 times more fake presumed than its previous process of taking brands into account.

In its annual report released earlier this month, Amazon included a warning about counterfeit products. He also acknowledged that the fraudulent or illegal activities of his third party sellers could adversely affect Amazon's business and reputation.

"It is also possible that we can not prevent sellers in our stores or other stores from selling illegal, counterfeit, pirated or stolen products, selling them illegally or unethically, violating rights of property of others or to violate our policies, "Amazon wrote in the report.

At present, brands can only participate in Project Zero if they are invited. Amazon says it works to add more brands.

"This gives retailers and brands one less thing to spend so much time and attention when they are struggling today to create their own relationships with their customers," Witcher said.

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