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Amazon's 2020 Brand Protection Report


On May 10, 2021, Amazon released its first 2020 Brand Protection Report.

This report shows the outlines of the work they’re doing to ensure that customers are able to shop for authentic products and to protect the brands and millions of small and medium-sized businesses that offer authentic products for sale in their stores.

Let's check Amazon's statement about brand protection report:



The highlights include information about how:

  • Amazon invested over $700 million to protect its stores from fraud and abuse.

  • It employed more than 10,000 people to protect its store from fraud and abuse.

  • Amazon’s verification processes prevented over 6 million attempts to create selling accounts, stopping bad actors before they published a single product for sale.

  • Only 6% of attempted account registrations passed Amazon’s robust verifications processes and listed products for sale.

  • Amazon detected and seized more than 2 million counterfeit products that were sent to its fulfillment centers before the items were sent to customers. Amazon destroyed those products to prevent them from being resold elsewhere in the supply chain.

  • Amazon blocked more than 10 billion suspected bad listings before they were published in its stores.

  • Amazon Transparency enabled the protection of more than 500 million product units.

  • Fewer than 0.01% of all products sold on Amazon received a counterfeit complaint from customers. Those complaints were investigated for accuracy and acted upon as appropriate.

  • More than 7,000 small and medium-sized businesses were connected to trusted law firms in the U.S. and Europe through IP Accelerator. These businesses successfully submitted trademark applications and received early access to Brand Registry’s brand protection tools.

  • Amazon established its Counterfeit Crimes Unit to build and refer cases to law enforcement, undertake independent investigations or joint investigations with brands, and pursue civil litigation against counterfeiters.



The Brand Protection Report also outlines Amazon’s anti-counterfeiting approach, which includes:

  • Robust proactive controls. Amazon leverages a combination of advanced machine learning capabilities and expert human investigators to protect its store proactively from bad actors and bad products. Amazon is constantly innovating in this space to stay ahead of bad actors and their continued attempts to circumvent its controls.

  • Powerful tools for brands. Brands know their products best. They know their logos, patterns, and intellectual property inside and out. Amazon empowers brands to partner with us through tools like Brand Registry, Transparency, and Project Zero. These tools are powered by Amazon’s advanced technology and each brand’s expert knowledge of its products. Together, we can more effectively detect and stop counterfeiters, which allows us to better protect customers and rights owners.

  • Holding counterfeiters accountable. Amazon continues to innovate on its robust proactive controls and powerful tools for brands, and won’t rest until there are zero counterfeits in its store. However, this is an escalating battle with criminals that continue to look for ways to sell counterfeits, and the only way to permanently stop these counterfeiters is to hold them accountable through the court system and criminal prosecution.

To find out more, check the Brand Protection Report, and to know more updates on Amazon, check out our blogs.