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
100%
100% of new sellers are required to complete Amazon’s robust verification process before they are allowed to sell in Amazon’s store.
Millions
In 2025, Amazon identified and seized millions of suspected stolen products, working in partnership with law enforcement, brands and retailers to stop organised retail crime (ORC).
100M+
Amazon proactively blocked hundreds of millions of suspected fake reviews from our store in 2025.
Billions
Amazon’s automated technology and artificial intelligence (AI) scans billions of attempted changes to product detail pages daily for signs of potential abuse.
99%+
Amazon’s proactive controls blocked more than 99.9% of suspected infringing listings before a brand owner ever had to find and report them.
32K+
Since its launch in 2020, Amazon’s Counterfeit Crimes Unit has pursued more than 32,000 bad actors through litigation and criminal referrals to law enforcement, across 14 countries.
Our Focus Areas
Published April 2026
