Amazon promises to fight counterfeit goods because sellers say that counterfeit items remain rampant

Amazon is taking additional steps to stop counterfeiters.

Dharmesh Mehta, Amazon & vice president of consumer confidence and partner support, told CBS News that the e-commerce giant & # 39; has made progress in reducing the number of counterfeit products & # 39; on the website.

But Mehta admits that the company is far from being able to eradicate the problem.

So far, Amazon has added 500 brands to the Project Zero invitation-only initiative, which was rolled out in February and aims to give sellers more control over fake products.

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So far, Amazon has added 500 brands to the Project Zero invitation-only initiative, which was rolled out in February and aims to give sellers more control over fake products

So far, Amazon has added 500 brands to the Project Zero invitation-only initiative, which was rolled out in February and aims to give sellers more control over fake products

WHAT IS AMAZON WITH DOING OPPOSITORS?

Amazon has announced new steps to combat false entries on the site.

  • Machine learning – The company said that algorithms & # 39; continuous & # 39; will scan for fake lists and, based on reference data, determine if a product is fake.
  • Self-service counterfeit deletions – A tool for brands that allows them to delete listings for products that are considered to be false
  • Product serialization service – Products receive a unique identifier that is scanned with every purchase. If the number does not match the offer, Amazon may prevent someone from purchasing a counterfeit product.

& # 39; We have continued to make progress in reducing the number of counterfeits in our store … but the fact is that today that number is not zero. There are still counterfeits, & Mehta told CBS News.

Last year, Amazon pulled three billion suspicious offers off the site before they were seen by the public, he added.

However, Mehta could not say how many fake products are currently available on Amazon.

Amazon has repeatedly come under fire from failing to investigate third-party sellers.

Counterfeit articles usually end up on Amazon as a result of the external marketplace, where sellers can place their products directly on the site.

The majority of the products sold on Amazon in 2018 came from external sellers, according to Reuters.

In some cases, the fake products have endangered consumers or led to lawsuits.

A woman bought supplements for her assistance dog that eventually became a counterfeit version and her dog became "seriously ill", CBS reported.

The counterfeit products have raised questions about who should be held liable – the third-party vendor or Amazon.

Mehta told CBS that when it receives a consumer complaint about a fake product, it causes them to be & # 39; completely on that product & # 39; and then on & # 39; that bad actor & # 39; is going.

Amazon not only has brands removed, but also uses AI to shrink false lists. The company said that machine learning algorithms can remove all entries that are suspicious fakes

Amazon not only has brands removed, but also uses AI to shrink false lists. The company said that machine learning algorithms can remove all entries that are suspicious fakes

Amazon not only has brands removed, but also uses AI to shrink false lists. The company said that machine learning algorithms can remove all entries that are suspicious fakes

& # 39; On average, 95 percent of the time, we investigate and take action within eight hours & # 39 ;, he added.

Meanwhile, legitimate sellers have voiced complaints about the sometimes tricky and lengthy process associated with removing nake ads, saying it can take days or months.

That is partly why Amazon has rolled out the Project Zero initiative, the company says.

With & # 39; self-service counterfeiting & # 39; brands can remove lists of products that are believed to be fake.

Amazon not only has brands removed, but also uses AI to shrink false lists.

The company explained that machine learning algorithms will constantly scan overviews and remove all suspicious fakes.

AI detects forgeries by referring to logos & # 39; s, trademarks and other & # 39; key data & # 39; about a brand.

& # 39; We have tested these automated protections with a number of brands, and on average our automated protections proactively stop 100 times more suspicious counterfeit products compared to what we reactively remove based on brand reports, & # 39; Dharmesh Mehta, Amazon & # 39; s vice president of Consumer and Brand Protection, wrote in a post.

Amazon has been testing its algorithms for a while, but the & # 39; self-service forged removal tool & # 39; is new.

The third part of Project Zero will be a & # 39; product serialization service & # 39; called.

This allows companies to put a unique serial code on their products during the production process.

It's free to sign up for Project Zero, but according to the office, the project serialization component costs between 1 cent and 5 cent per unit, based on volume.