Amazon publishes Brand Protection Report

April 4, 2023

Amazon released its third annual Brand Protection Report, highlighting how the company’s efforts to protect customers, brands, and selling partners from counterfeit products has resulted in more criminal referrals and industry partnerships than ever before.

The report also demonstrates how the strategic combination of its technology and experts are successfully stopping bad actors and making an impact beyond Amazon’s store—identifying, seizing, and appropriately disposing of over six million counterfeit products in 2022, preventing them from reaching customers and being resold elsewhere in the global supply chain.

“We take pride in the progress our organisation has made this past year, specifically further evolving our technology to stay ahead of bad actors and doubling down on our criminal referral and litigation efforts,” said Dharmesh Mehta, Amazon’s Vice President of Worldwide Selling Partner Services. “We’re appreciative of the growing industry-wide collaboration in this space, and look forward to continuing to innovate and work together to drive counterfeits to zero.”

Amazon’s Brand Protection Report highlights progress in four key areas:

robust proactive controls to protect its store
powerful tools to protect brands
holding bad actors accountable
protecting and educating customers:

Increasingly deterring bad actors: In 2022, Amazon said it stopped over 800,000 attempts to create new selling accounts, preventing bad actors from publishing a single product for sale, down from 2.5 million attempts in 2021, and 6 million attempts in 2020.

Expanded adoption of brand protection tools: Amazon said it continued improving its automated protection technologies which leverage its partnership with brands enrolled in Brand Registry and the data they provide us, reducing the need for brands to find and report infringements. In 2022, adoption of Amazon’s brand protection programmes continued to grow—and at the same time, the absolute number of valid notices of infringement filed by brands in Brand Registry decreased by over 35%.

Holding counterfeiters accountable and stopping them from abusing the Amazon store and others: In 2022, Amazon’s Counterfeit Crimes Unit sued or referred for investigation over 1,300 criminals in the U.S., UK, EU, and China. Amazon continues to partner with brands and law enforcement to not only stop these bad actors, but also worked to go upstream from the counterfeit signals it detected to identify, seize, and appropriately dispose of over six million counterfeit products.

Strengthening consumer education: In partnership with the U.S. Chamber of Commerce and U.S. Customs and Border Protection, Amazon built marketing campaigns that helped educated consumers about how to shop safely and ensure they were purchasing authentic products, while also ensuring they understood the harm and dangers of purchasing counterfeits. These campaigns reached over 70 million consumers in the U.S.

To view the full Amazon Brand Protection Report, click here.