Overview

Amazon’s Project Zero program empowers brands that are registered in Brand Registry to eliminate counterfeit listings on their own, without waiting for Amazon’s internal investigations. Launched to give owners a proactive, three‑layer shield—automated detection, instant self‑service takedowns, and unit‑level serialization—the initiative directly tackles fake‑product threats that can erode sales, reputation, and liability safety.

Key Points

• Automated detection — Amazon’s machine‑learning engine reviews more than eight billion listing changes each day, automatically flagging and removing suspected fakes before shoppers encounter them.
• Self‑service removal — Enrolled brands can delete counterfeit listings instantly from a dedicated dashboard, bypassing the traditional IP‑violation report that often takes days or weeks to process.
• Product serialization — Each manufactured unit receives a unique Amazon‑generated code; fulfillment centers scan the code at multiple checkpoints and block any item lacking a valid identifier.
• Brand Registry integration — Project Zero builds on the trademark data already stored in Brand Registry, making enrollment seamless for brands that have completed the standard registration.
• Eligibility tied to reporting accuracy — Amazon reviews a brand’s history of IP‑violation reports; consistent, accurate complaints improve the chance of acceptance into the program.

How Self‑Service Removal Works

1. Locate infringing listings — From the Project Zero dashboard, the brand owner searches for counterfeit listings using keywords, ASINs, or the “Find Counterfeits” tool; for example, a shoe brand can type its model number and instantly see any unauthorized sellers.
2. Validate the claim — The interface prompts the owner to confirm that the listing is indeed counterfeit, often by comparing product images or serial numbers; a cosmetics company might verify that the packaging lacks its unique QR code.
3. Submit removal — Once validated, the owner clicks “Remove” and the listing is taken down within minutes, bypassing the usual Amazon IP‑team review queue.