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Innovative Tools and Technology

Amazon innovates on behalf of customers, brands, and selling partners to create a shopping experience that is free from counterfeit, fraud, and other forms of abuse. Bringing counterfeits to zero, identifying and removing bad actors from our store, and making it easier for customers to provide feedback are just some of the ways our tools and technology make the shopping experience safer.

Innovative Tools to Protect Brands and Customers
Amazon’s proactive controls blocked more than 99% of suspected infringing listings before a brand ever had to find and report them.

Amazon continues to invest in innovations that help us bring counterfeit to zero. Services like Brand Registry, Transparency, Project Zero, and IP Accelerator help brands secure their intellectual property and automate the detection of counterfeits in our store.

Learn how we innovate to ensure a trustworthy shopping experience in the Brand Protection Report

Determining Review Authenticity with Machine Learning
In 2022, Amazon observed and proactively blocked more than 200 million suspected fake reviews in its stores worldwide.

Among other measures, Amazon leverages the latest advancements in machine learning to analyze and stop hundreds of millions of suspected fake reviews, manipulated ratings, fake customer accounts, and other abuses before customers see them. If potential review abuse is detected, there are several paths we take to remove them and hold bad actors accountable.

Continually Innovating Based on Feedback

Amazon continually incorporates the information provided by customers and sellers to improve our shopping experience. Our Report Infringement form is intended for use by IP owners to notify Amazon of alleged intellectual property infringements such as copyright and trademark concerns, while our Report Something Suspicious form allows consumers to report suspect communications including emails, phone calls, or text messages. We use the data and learnings gathered throughout these processes to help keep our store safe and improve our proactive protections.

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