Amazon asks suppliers to help police counterfeit product listings

With knock-off products appearing on Amazon’s website, the company is asking suppliers to help remove trademark infringing items.

It seems that Amazon is taking some action to remove the many counterfeit products that appear on the retailer’s website, asking suppliers to work on the new effort. Clone brands and knock-off products are commonly found in the toy section, with LEGO imitations easily found and ordered.

Project Zero is a new initiative that will build upon the Brand Registry, which was introduced for companies to register trademarks and logos. Companies who are part of the new scheme will be asked to look out for and remove knock-off products themselves.

Toy World reports comments from Amazon on the invitation-only programme: “the combined strengths of Amazon and brands can drive counterfeits to zero.”

Another part of Project Zero will offer companies the option of adding a serial number to products that will allow Amazon to scan products to confirm their authenticity. The retailer will charge companies for the most effective way of not selling knock-off products, with the cost between $0.01 and $0.05 per unit.

Fake LEGO Amazon

Amazon VP Dharmesh Mehta said: “We’re excited to announce Project Zero, a new programme that empowers brands to help drive counterfeits to zero. Project Zero combines Amazon’s advanced technology, machine learning and innovation with the sophisticated knowledge that brands have of their own intellectual property and how best to detect counterfeits of their products.”

The LEGO Group’s CEO recently commented on the issue of clone brands in China: “We have taken legal action which is excellent, although the process takes too long in many cases and it can be difficult to enforce the ruling when our products are refreshed so rapidly.”

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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