Amazon has intensified its global fight against counterfeit products, identifying, seizing, and disposing of over 15 million fake goods in 2024, according to its latest Brand Protection Report. The e-commerce giant emphasized the role of artificial intelligence in enhancing its fraud detection capabilities, preventing these counterfeit items from reaching customers or resurfacing elsewhere in the supply chain.

The company revealed that it invested over $1 billion last year and employed thousands of professionals—including machine learning scientists, software developers, and investigators—to safeguard customers, brands, and sellers from counterfeit and fraudulent activities.

According to the report, Amazon’s proactive AI-driven controls blocked over 99% of suspected infringing listings before brands even had to report them. Additionally, valid infringement notices submitted by brands declined by 35%, despite a growing number of products available on its platform.

Since launching its Counterfeit Crimes Unit in 2020, Amazon has pursued over 24,000 legal actions against counterfeiters, including litigation and criminal referrals. Meanwhile, its Transparency programme has authenticated over 2.5 billion product units, enrolling 88,000 brands worldwide, from startups to Fortune 500 companies.

Kebharu Smith, Director and Associate General Counsel at Amazon, reaffirmed the company’s commitment to protecting Indian consumers and sellers from counterfeit goods.

“We view India as a critical market and have prioritized initiatives like Brand Registry, Transparency, and Project Zero to safeguard intellectual property and remove fake listings,” Smith stated.

He also highlighted Amazon’s collaboration with Indian industry bodies to conduct capacity-building workshops and boost consumer safety awareness, underscoring the shared responsibility of combating counterfeiting across the industry.