Progress Report

Amazon’s Commitment to Brand Protection

Amazon strives to be Earth’s most customer-centric company, where people can find and discover the widest possible selection of authentic goods. As a customer-focused company, we work hard to earn and maintain customer trust, and strictly prohibit the sale of counterfeit products. To maintain this trust, we invest tremendous resources to constantly innovate and improve the ways we detect and prevent counterfeit products from reaching our customers.
We are proud to share some of the latest innovations, data points and collaborations to highlight our progress in protecting intellectual property rights and build customer trust within our stores.

Our latest innovations

IP Accelerator

In 2019 we launched IP Accelerator to help emerging brands obtain trademarks and IP protection from the earliest stages of their product life cycles. Entrepreneurs often do not prioritise IP protection while developing products, and may not know where to turn when they need help protecting their IP. IP Accelerator connects brands with a curated network of trusted IP law firms to help them more quickly obtain IP rights at economical, pre-negotiated rates. Once trademark applications are filed through IP Accelerator, we provide brands access to protections and brand-building features in Amazon’s stores. These protections help to protect and grow their brand months, or even years, before their trademark registration officially issues.


In 2019 we expanded Transparency to Canada, the United Kingdom, Germany, France, Italy, Spain and India in addition to our existing availability in the U.S. Transparency is a product serialisation service that helps identify individual units and proactively prevent counterfeits from reaching customers. Transparency enables brands to assign a secure, unique, alphanumeric code to every product unit manufactured. This information is then used to authenticate every unit before the unit is shipped to customers.

Project Zero

In 2019 we launched Project Zero, leveraging the combined strengths of Amazon and brands to drive counterfeits to zero. Powered by Amazon’s machine learning, Project Zero includes automated protections to continuously scan our stores and proactively remove suspected counterfeits, and product serialisation which allows individual scans to confirm the authenticity of every one of a brand’s products. Brands also have the unprecedented ability to remove counterfeit listings from our stores using our self-service tool.


Brands enrolled worldwide in Brand Registry.

2.5 million

Bad actor accounts were stopped before they published a single listing for sale and over 6 billion suspected bad listings were blocked before they were published to our store.

The global Impact of Brand Protection

Brand Registry launched in 2017 and has expanded globally into the United States, Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, Spain, United Kingdom, United Arab Emirates, Turkey, Singapore, Netherlands and Saudi Arabia. We continuously innovate and expand to new markets to better serve our brands.


Brands and 25,000 products have enrolled in Transparency and more than 500,000 suspected counterfeits were prevented from reaching customers.


Brands have enrolled in Project Zero.


Brands have connected with vetted IP law firms with IP Accelerator. More than 500 brands have already had applications submitted and received accelerated brand protection in our stores.


We continue to work with government agencies and law enforcement worldwide to hold criminals accountable, and have worked with brands to litigate directly against bad actors.
  • We regularly engage and collaborate with a number of industry groups, including the Alliance for Creativity and Entertainment (ACE), Union des Fabricants (UNIFAB), the Motion Picture Association (MPA), the Automotive Anti-Counterfeiting Council (A2C2) and the International Anti-Counterfeiting Coalition (IACC).
  • We signed a Memorandum of Understanding with the International Anti-Counterfeiting Coalition (IACC), an industry organisation that builds bridges between industries to protect IP rights. Together, we continue to work with member brands to assess potential infringement and help drive enforcement against bad actors. As a result of this collaboration, we have launched a programme to identify opportunities for improvement and educate brands on our notice and take-down processes.
  • In Europe, we joined a number of global consumer brands in a Memorandum of Understanding to share information that will help us collectively protect customers from counterfeit. According to the EU Commission, 95.5% of listings removed by the collective marketplace signatories were done through proactive measures, and Amazon ranked significantly higher than the aggregate in its ratio of proactive to reactive removals.

Enroll your brand today

Get started with Brand Registry

Learn about the eligibility requirements and how you can begin enrolment.
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