In order to fight against counterfeit and fake goods on its platform, Amazon has launched "Project Zero" in India. Through this new launch, the e-commerce major will empower brands in the country to directly remove a seller’s listings from its platform.
Amazon’s move comes at a time when the government is in the process of framing specific rules to tackle the sale of counterfeits online. More than 7,000 brands have already enrolled in Project Zero across the US, Europe, and Japan.
Dharmesh M Mehta, Vice President of worldwide customer trust and partner support, Amazon, said, “If for some reason, our automated protections miss a counterfeit listing that makes it onto our marketplace, a brand can on their own find that item and pull it down. It’s the first time that we’ve put this much power in a brand’s hands.”
“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,” he added.
Project Zero gives a lot of power to brands, however, its intended use was not to enable brands to control distribution. Amazon will be allowing sellers to appeal against a brand pulling down a product and if a brand is found misusing the tool, it could hurt their standing.
Gopal Pillai, Vice President of seller services, Amazon India, stated, “In India, we haven’t seen any big counterfeit issues, but we have to invest in machine learning ahead of time. Because we have 13 different marketplaces worldwide, these are solutions built by hundreds of engineers and we want to leverage that for India.”