Amazon's all-out fight for brand protection: in 2020, the online sales giant invested Amazon more than $ 700 million by hiring more than 10,000 people to protect its store from fraud and abuse. This is what emerges from the 2020 report on trademark protection, which analyzes the ways in which Amazon works to guarantee its customers the purchase of authentic products on its sites. Specifically, 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.
The report also found that less than 0.01% of all products sold on Amazon got a claim for counterfeiting. "Amazon was an important partner for small and medium-sized businesses active in our store during the pandemic. We helped our sales partners keep their virtual doors open and, despite numerous fraudulent attempts by evildoers, we continued to enable the majority of customers to shop with confidence from our wide selection of authentic products, "said Dharmesh Mehta, Vice President of Customer Trust and Partner Support at Amazon.
Amazon Transparency, a serialization service that protects individual product units, has managed to protect more than 500 million of them. Emil Ninni, co-founder of Koala Babycare, explained that the company has been active for 3 years and "also thanks to Amazon services we have been able to grow first in Italy and then on European markets, managing to triple our turnover every year. of the brand is extremely important even in the case of lesser known brands, when customers have yet to learn about and appreciate the product ". 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.Amazon has also created its Counterfeit Crimes Unit to identify counterfeiting cases, report them to law enforcement, undertake independent investigations or joint lawsuits with brands, and take legal action against those responsible.