No more fake products; Amazon expands Project Zero to Middle East

By Rahul Vaimal, Associate Editor
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American e-commerce giant, Amazon has expanded its Project Zero to seven new countries including Saudi Arabia and UAE.

Project Zero connects Amazon’s advanced technology, machine learning, and innovation with the sophisticated knowledge that brands have of their own intellectual property to create a zero counterfeit environment.

Other than Saudi Arabia and UAE, the e-commerce platform has introduced the project in – Australia, Brazil, Netherlands, Singapore, and Turkey making it available in 17 countries where Amazon has a store.

Launched in 2019, Project Zero already includes Over 10,000 brands – from large, global brands to emerging entrepreneurs including Arduino, BMW, ChessCentral, LifeProof, OtterBox, Salvatore Ferragamo, and Veet.

Counterfeits were one of the topics that lawmakers grilled Amazon CEO Jeff Bezos about in a recent Congressional antitrust hearing with other major tech CEOs.

“Amazon is committed to protecting our customers and the brands we collaborate with worldwide,” said Dharmesh Mehta, Vice President of Worldwide Customer Trust and Partner Support. “Project Zero has been a leap forward in protecting brands, especially for those that use all three of its components.”

Brands that are enrolled in Amazon Project Zero and already have a trademark enrolled in one of the newly launched countries will automatically be able to use Project Zero in these additional stores.

Project Zero uses three key components namely, automated protections, self-service tool and product serialization to protect and empower brands.