How Amazon will avoid fake branded packages
Amazon 's verification processes blocked more than 6 million seller account creation attempts, and only 6% of account registration attempts passed verification processes and were able to list products. Additionally, Amazon seized more than 2 million counterfeit products before they were shipped to customers and prevented them from being resold elsewhere in the retail supply chain and blocked more than 10 billion suspicious offers before they were made public in its stores. Here's what emerges from the Amazon Brand Protection Report 2020
Amazon, the global online sales giant , has taken a hard line against counterfeiting. In 2020 it invested more than 700 million euros in the fight against forgery.
Fight against counterfeiting: 10,000 new hires
Jess Bezos' company, the richest man in the world, has hired more than 10,000 people to protect its store from fraud and abuse. "The fight against counterfeiting works especially if we manage to keep it out of the door, to intercept it and erect a wall before it enters the house". This was explained by Mary Beth Westmoreland , Amazon vice president with responsibility for Technology & Brand Protection. The verification processes that Amazon submits its sellers to have blocked more than 6 million seller account creation attempts , and only 6% of account registration attempts passed the checks and were able to list products. In addition, the Seattle giant seized more than 2 million counterfeit products before they were sent to customers or put back on the market and blocked more than 10 billion suspicious offers before they were made public in its stores. These data are present in the Amazon Brand Protection Report 2020, anticipated by Amazon only to some newspapers including the Sole 24 Ore , on the protection of brands which analyzes the methods (a mix of strategies and machine learning) with which Amazon works to guarantee its customers the purchase of authentic products on its sites. The report shows that less than 0.01% of all products sold on Amazon have obtained a complaint for counterfeiting.
2020, a golden year for Amazon
Amazon was able to make such a large investment in the fight against counterfeiting also because 2020 was a year of rich economic satisfaction. 2020 was a great year for the Seattle-based company : the ecommerce giant closed with overall revenues up 37% to 380.06 billion. Particularly rich the last quarter, in which it recorded profits of 7.2 billion dollars and revenues up 44% to 125.6 billion. This last figure enters the history of Amazon: never before, in fact, has there been such a positive quarter, able to exceed the symbolic figure of 100 billion dollars . Jeff Bezos, the richest man in the world, has an estimated net worth of $ 201.7 billion. Every second his company earns $ 3,715, $ 222,900 per minute, at the end of the day Bezos can count on almost $ 321 million.
Amazon alongside small commercial realities
" Amazon was an important partner for small and medium-sized businesses active in our store during the pandemic." This is said by Dharmesh Mehta , Vice President of Customer Trust and Partner Support at Amazon . "We have helped our sales partners keep their virtual doors open and, despite numerous fraudulent attempts by evildoers, we have continued to allow the majority of customers to shop with confidence from our large selection of authentic products," he said. continued the manager. In 2020, approximately 500,000 brands joined the Brand Registry program, the brand monitoring system that uses machine learning to predict, prevent and eliminate violations.
What is Amazon Transparency
Amazon Transparency is a service that allows you to certify the authenticity of the products sold on its platform or by its sales partners. Amazon Transparency scans every single product and assigns a Transparency code that ensures that only authentic products are shipped. Emil Ninni , co-founder of Koala Babycare , explained that “also thanks to Amazon services we were able to grow first in Italy and then on European markets, managing to triple our turnover every year. Brand protection is extremely important even in the case of lesser-known brands, when customers have yet to learn about and appreciate the product ”. Transparency is currently available in the United States , Canada, Germany, France, Italy, Spain, the United Kingdom, Japan, Australia and India. Customers can verify the authenticity of products with the Transparency app in any geographic area where the service is active. "In 2020, more than 15 thousand brands used the service – said vice president Westmoreland -. More than 18,000 brands have signed up for Project Zero , the service that combines advanced technologies and machine learning to help brands identify counterfeit versions of their products ”.
IP Accelerator: the law firms made available by Amazon
More than 7,000 small and medium-sized businesses have been connected with trusted law firms in the US and Europe via IP Accelerator and registered their trademark ownership, receiving immediate access to Brand Registry 's trademark protection tools . IP Accelerator connects businesses with a select network of reputable IP law firms that provide high quality trademark registration services. The program is available for brands around the world. The law firms that are currently part of IP Accelerator are based in the United States, the European Union, India and Japan. “We designed IP Accelerator specifically with small businesses in mind,” added Vice President Westmoreland . In the US, 7,000 SMEs have joined.
Jeff Bezos' Internal Anti-Counterfeiting Unit
A year ago, Bezos' company set up its Counterfeiting Crimes Unit. A global team, working with teams on a regional basis, led by former US magistrate Cristina Posa , to identify counterfeiting cases, report them to law enforcement, undertake independent investigations or joint lawsuits with brands, and promote legal action against the responsibles. For about a year, Amazon has filed joint lawsuits against fakes together with the fashion houses Valentino and Ferragamo .
This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/innovazione/amazon-brand/ on Mon, 10 May 2021 13:47:02 +0000.