Amazon Project Zero: Empowering brands against counterfeits
Project Zero leverages the combined strengths of Amazon and brands to drive counterfeits to zero

What is Project Zero?

Automated protections
Powered by Amazon’s machine learning, automated protections continuously scan our marketplace and proactively remove suspected counterfeits. Brands provide key data points about themselves (e.g., trade marks, logos, etc.) and we scan over 5 billion daily listing update attempts, looking for suspected counterfeits.
Self-service counterfeit removal
Brands no longer need to contact us to remove counterfeit listings from our marketplace. Instead, they have the unprecedented ability to do so themselves using our new self-service tool. We also use this data to strengthen our automated protections to better catch potential counterfeit listings proactively in the future.
Product serialisation
Brands apply a unique code on every unit they manufacture for an enrolled product, allowing Amazon to scan and confirm the authenticity of every one of those products purchased in Amazon’s marketplace. With this service, we can detect and stop counterfeiting for every product unit before it reaches a customer.

Eligibility requirements

To be eligible for Project Zero:


Your brand must be enrolled in Amazon Brand Registry with a government-registered trade mark.


You must:

• Be the rights owner of the trade mark.

• Have an Amazon account with access to Brand Registry.

• Have submitted reports of potential infringements with an acceptance rate of at least 90% in the last six months.
To check if you are eligible, sign in using your Amazon account associated with Brand Registry:
Note: to prevent misuse of our tools, Amazon has the right to evaluate additional factors to determine a user's eligibility.
“Project Zero’s self-service removal is fast, efficient and our experience with Project Zero has been very positive. It helps emerging brands like us ensure we can move fast against counterfeiters, protect lost sales and focus on growing our brand on Amazon!”
“Project Zero is a fantastic initiative by Amazon. The tool has brought relief to brand owners and works in a seamless manner. We appreciate Amazon for initiating proactive brand protection programs, a step in the right direction. We feel confident our brand and customers are protected.”

“Amazon Project Zero and the self-service removal tool work very well. It has saved us a lot of time and precious business! Used with the right checks and balances, this is one of the most advantageous tools introduced by Amazon for its brands. We highly recommend all brands take advantage of it!”
“Our experience with Amazon’s Project Zero has been great! It has enabled us to take quick action against counterfeits and gives us the confidence that Amazon is committed to protecting brands!”