Amazon's AI Crusade Against Counterfeit: 15 Million Knockoffs Neutralized

Amazon has effectively used AI to tackle counterfeit goods, seizing over 15 million fake products worldwide in 2024. The e-commerce giant invested heavily in technology and personnel to enhance brand protection. Additionally, more than 2.5 billion products were verified as genuine, reinforcing customer and seller safety.

Amazon has intensified its battle against counterfeit products, revealing that it identified and disposed of over 15 million fake items globally in 2024. The e-commerce titan's annual report highlighted the extensive use of artificial intelligence to prevent these counterfeits from reaching consumers or resurfacing elsewhere.

According to the report, Amazon invested more than a billion dollars last year and employed thousands of experts, including machine learning scientists and investigators, to secure its marketplace. The investments have boosted proactive controls and automated detection systems, blocking over 99% of suspected illegal listings before brands needed to act.

The company's brand protection efforts have seen significant success, including a 35% reduction in valid notices of infringement. Amazon's initiatives, such as its Transparency program, have verified over 2.5 billion genuine product units, helping protect both local and global markets, with a key focus on the Indian landscape.

(With inputs from agencies.)