Trustworthy
Shopping at
Amazon
Shopping at
Amazon
We obsess over moments that delight our customers.
Our people, technology, and programs work together
to build a trustworthy shopping experience, and
innovate on behalf of our customers, every day.
Our people, technology, and programs work together
to build a trustworthy shopping experience, and
innovate on behalf of our customers, every day.
Our Approach
Amazon’s approach to trust and safety is built on five key areas. We are constantly innovating and improving across these areas to protect our customers.
By the Numbers
30%+
Decrease in total valid notices of infringement submitted by brands since 2020, while the number of the products available for sale in Amazon’s store continues to grow.
1.6B+
Product units enrolled in Transparency have been authenticated as genuine through code scan verification, whether sold in Amazon’s store or elsewhere in the retail supply chain.
1.2B+
In 2023, Amazon invested more than $1.2 billion and employed more than 15,000 people dedicated to protecting customers, brands, selling partners, and our store from counterfeit, fraud, and other forms of abuse.
99%+
Of suspected infringing listings stopped by Amazon’s proactive controls before a brand ever had to find and report them.
7M+
Worldwide counterfeit products worldwide were identified, seized, and appropriately disposed of by Amazon in 2023, preventing them from harming customers or being resold elsewhere in the supply chain.
21K+
Bad actors pursued by the Amazon Counterfeit Crime unit through litigation and criminal referrals to law enforcement.
Our Focus Areas
Amazon Brand
Protection Report
Protection Report
Our fourth annual report shows Amazon’s continued progress toward driving counterfeit to zero—both in our store and across the retail industry. Learn how we continue to innovate to build a trustworthy shopping and selling experience for our customers, brands, and selling partners.
99%+
Suspected infringing listings blocked before a brand ever had to find and report them.
7M+
Counterfeit products identified, seized, and appropriately disposed worldwide.
30%+
Decrease in total valid notices of infringement submitted by brands since 2020, while the number of the products available for sale in Amazon’s store continues to grow.
