This proactive approach has led to a 35% decrease in valid notices of infringement since 2020, despite an increase in the number of products available on the platform.

According to its fifth Brand Protection Report, Amazon's AI tools successfully blocked more than 99% of suspected infringements before brands needed to report them.

Counterfeiters are increasingly using sophisticated methods, such as shipping fake items and logos separately to evade detection, as evidenced by a recent bust in New Jersey.

Since launching its Counterfeit Crimes Unit in 2020, Amazon has pursued over 24,000 counterfeiters through civil litigation and criminal referrals.

Amazon has expanded its brand protection initiatives, including Project Zero and the Transparency program, which have verified over 2.5 billion product units as genuine.

The crackdown on counterfeit products extends beyond Amazon, as other eCommerce marketplaces are also enhancing their efforts to boost consumer trust.

In 2024, Amazon intensified its battle against counterfeit goods, seizing over 15 million counterfeit products using advanced artificial intelligence (AI) tools.

Despite ongoing scrutiny, Amazon remains committed to combating counterfeiting, investing over $1 billion annually to protect brands and consumers.

The company employs AI to analyze billions of data points daily, including IP addresses, logos, search terms, and product description changes.

Kebharu Smith, head of Amazon's anti-counterfeiting department, noted that improved detection methods at distribution centers have contributed to the increase in counterfeit removals.

Counterfeit products are disposed of properly to prevent them from re-entering commercial supply chains, although details on recycling remain unclear.

In collaboration with Chinese law enforcement, Amazon conducted over 60 raids in 2024, resulting in the detention of more than 100 suspected counterfeiters.