Amazon has made a huge dent in taking counterfeit items off their site but they are still fighting for more extensive consumer protection. Amazon has been vocal about their issue with third-party sellers bringing on counterfeit items and they have been aggressive about resolving this issue. Consumers who have acquired these counterfeit items and have been deceived to believe they are purchasing authentic items have been exposed to danger as well as possible situations leading to lawsuits. Many individuals are trying to figure out who to blame for this problem, the third-party sellers or Amazon? Amazon is not the only company who is fighting against these counterfeiters. It is all about finding the right approach. Amazon has a plan in action known as Project Zero. This is Amazons way of allowing sellers to have an easier and more convenient way to remove non-authentic products. Both Amazon and the sellers want to protect their name and consumers from any possible deception. Amazon is also spotting these items along their supply chain process. AI is being used to notice any key visuals that can possibly be proof of a suspect product. Unfortunately, a surface inspection does not always suffice. There is a large amount of counterfeit products that are very deceptive on a visual level. The best way to keep track of what is an authentic product is by enrolling products with a virtual tag that will leave no visual mark. This way the product will not have any alterations but can still be detected as an authentic product. Counterfeit and suspect products will then not ever pass as authentic due to not being initially enrolled.

Last week CBS News posted an article on their site about Amazon speaking out about Project Zero and mentioned a situation involving counterfeit dog supplements being purchased from Amazon. It is a devastating reality that there are so many items on the shelf that can cause physical harm to not only people but their pets as well. Fighting against counterfeit and suspect products is not only a way to protect your brand but your consumer as well.