Trustworthy
Shopping at
Amazon
Shopping at
Amazon
We obsess over moments that delight our customers.
Our people, technology and programmes work together
to build a trustworthy shopping experience and
innovate on behalf of our customers, every day.
Our people, technology and programmes 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
35%+
Since 2020, while the number of products available for sale in Amazon’s store has continued to grow, we drove around a 35% decrease in the total valid notices of infringement submitted by brands. This is driven by a more than 250% increase in the number of listing attempts our automated protections proactively blocked during this same timeframe.
15M+
Counterfeit products worldwide were identified, seized, and appropriately disposed of by Amazon in 2024, preventing them from harming customers or being resold elsewhere in the supply chain.
1B+
In 2024, Amazon invested more than a billion dollars and employed thousands of people – including machine learning scientists, software developers, and expert investigators – who were dedicated to protecting customers, brands, selling partners, and our store from counterfeit, fraud, and other forms of abuse.
99%+
Amazon’s proactive controls blocked more than 99% of suspected infringing listings before a brand ever had to find and report them.
2.5B+
Product units have been verified as genuine through Amazon’s Transparency programme.
24K+
Bad actors pursued by the Amazon Counterfeit Crimes unit through litigation and criminal referrals to law enforcement.
Our Focus Areas
Amazon Brand
Protection Report
Protection Report
Our fifth 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 by Amazon’s proactive controls before a brand ever had to find and report them.
15M+
Counterfeit products identified, seized and appropriately disposed of worldwide.
35%+
Since 2020, while the number of products available for sale in Amazon’s store has continued to grow, we drove around a 35% decrease in the total valid notices of infringement submitted by brands. This is driven by a more than 250% increase in the number of listing attempts our automated protections proactively blocked during this same timeframe.