Amazon have announced Amazon Project Zero to help brands on the Amazon platform. For many brands who have seen the pursuit of a customer centric platform, to be to the detriment of brands this will welcome the news.
Whilst the Amazon hand has been forced slightly through some unhappy brand owners in the courtrooms, this is an extremely positive outcome. .
The traction that Amazon has with everything positive it does in the name of progress allayed with this trend for greater brand protection should be largely welcomed. Whilst we always try and avoid the “all eggs in one basket” and brands should nurture other channels, utilising the reach of Amazon should be on the radar of all brand owners.
What is Amazon Project Zero?
Amazon Project Zero uses a combination of product data, machine learning, and serialisation to scan the Marketplace for potential counterfeits and remove them preemptively.
Automated Protections: Using Amazon’s machine learning and product data provided by your brand, automated protections can scan 5 billion daily listing updates to detect and remove suspected counterfeit products.
Self-service Counterfeit Removal: Amazon’s Automated Protections System means that brands can now remove flagged counterfeit listings without having to contact Amazon.
Product Serialisation: Brands can attach a unique code to each product, which lets Amazon scan and confirm that it’s unique. This feature will also feed data into their Automated Protections System.
More details can be found here: https://brandservices.amazon.com/projectzero
How to apply for Amazon Project Zero
Amazon Project Zero is currently only available on an invite-only basis while the program is still being tested.
Brands must also:
Have a government registered-trademark
Be enrolled in Amazon Brand Registry
However, the plan is to eventually make it available to all certified brands, so it’s worth it to keep an eye out for developments in the upcoming months.
With that being said, you can apply to be added to the waitlist, but Amazon isn’t giving out any details on how long the wait might be.
What does Amazon Project Zero Cost?
It is estimated to be between $0.01-0.05 which should have little impact on the operating costs of serious brands. The upside of protection should far outweigh those costs for brands that are, or have been, susceptible to counterfiet products.
Is Amazon Project Zero available in the UK and Europe?
Not yet. There have been court cases in Europe too though so Amazon will be aware of the need to roll it out in the short term provided it’s successful in North America. It will be welcomed with open arms by brand owners who see the huge benefit Amazon can bring but have been wary of their brand being diluted.