Amazon launches 'Project Zero' in India to block counterfeit goods

Amazon announced its "Project Zero" to be introduced in India, in order to ensure that customers receive authentic goods when shopping on Amazon. This project offers additional proactive mechanisms and powerful tools to identify, block and remove counterfeits.

Over 7,000 brands have already enrolled in Project Zero across US, Europe and Japan. Several Indian brands also took part in a pilot to support the company in order to test the experience in India.

"With this launch, we're excited to see many more brands in India, from small and emerging entrepreneurs to large multi-national brands, partner with us to drive counterfeits to zero and deliver a great shopping experience for our customers," Mr. Dharmesh M Mehta, Amazon's vice president of worldwide customer trust and partner support, said in a statement.

Amazon's advanced technology and innovation is combined with the modern knowledge that brands have regarding their own intellectual property and the ways to detect counterfeits of their products.

The three tools used in the process include Automated protections, self-service counterfeit removal tool and product serialization.

"Project Zero builds on our long-standing work and investments to ensure that customers always receive authentic goods when shopping on Amazon," said Mr. Mehta.

Hindustan Unilever added in its feedback of the test run that the tool has brought relief to brand owners and works in a seamless manner.

Unique code enables the oroduct serialisation that brands use within their manufacturing and packaging process, and this allows Amazon to individually scan and confirm the authenticity of every single purchase of a brand's enrolled products through Amazon's marketplace.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.