// Amazon will use its AI Project Zero to bust counterfeit goods sales
// Project Zero uses a set of technological tools with brands to allow them to remove fake listings
// Amazon will be trialling the feature on an “invite only” basis
Amazon has announced it will utilise artificial intelligence in order to subdue counterfeit products on its ecommerce platform.
The online retailer has a history of struggling to remove the number of counterfeit goods on its marketplace, and has revealed its new program Project Zero will use a set of technological tools with brands to allow traders to remove fake listings.
The new feature means Amazon will step up its use of machine-learning technology to scan for counterfeit items.
The online retail giant said it would trial the feature on an “invite only” basis.
“Our aim is that customers always receive authentic goods when shopping on Amazon,” the online retailer said in a statement.
“Project Zero builds on our long-standing work and investments in this area. It allows brands to work with us to leverage our combined strengths to move quickly and at scale to drive counterfeits to zero.”
The brands that wish to participate in the program will use “product serialisation” codes to authenticate products in the manufacturing process.
“With Project Zero, brands no longer need to contact us to remove a counterfeit listing. Instead, they can do so, quickly and easily, using our new self-service tool,” Amazon said.
The online retailer reported that the trials have halted suspected items 100 times more than the previous system’s efforts.
Amazon said it was working on adding more brands to the system.