Amazon unveils its 2023 Brand Protection Report

Amazon has released the 2023 edition of its Brand Protection Report. In its effort to offer the widest possible selection of original products Amazon pursues a brand protection strategy based on four pillars:

• Rigorous and proactive controls
• Brand protection tools
• Accountability of sellers of counterfeit products
• Customer protection and awareness

Continued investment in machine learning techniques makes counterfeit detection more effective. These systems are applied continuously throughout the process, from registering a new vendor account, or creating or updating a product offering. To anticipate potential counterfeit sellers, the identity of each new Amazon seller is verified by requesting an official identity document that includes tax information and details about their identity, location, bank accounts, credit cards, etc. The systems analyze hundreds of unique pieces of data to detect and mitigate potential risks in new sellers, including their possible relationship with previously identified counterfeiters. In addition, continuous monitoring is conducted to look for potential violations.

The brand protection tools applied by Amazon, such as Brand Registry, APEX, IP Accelerator, Project Zero or Transparency, have meant that, although the number of trademarks registered to sell through the platform continues to increase, the total number of complaints filed for trademarks registered in the Amazon Trademark Registry has been reduced by more than 35% compared to the previous year.

In addition, through the Anti-Counterfeiting Crime Unit, Amazon holds counterfeiters accountable. This department is responsible, among other things, for bringing civil actions and collaborating with law enforcement and authorities on enforcement and seizures of counterfeits around the world.

The fourth pillar is industry and consumer awareness, for which Amazon has already collaborated with consumer or industry associations in some countries and participates in social media campaigns and youth education programs, among others.

More information

Informe de Protección de Marca Amazon 2023