E-commerce giant Amazon has revealed that it identified, seized and removed more than seven million counterfeit products worldwide in 2023. 

The figure was announced in the company’s latest brand protection report. 

In 2023 Amazon also prevented more than 700,000 bad-actor attempts to create new selling accounts in its platform.  

This number is well below the six million bad-actor attempts to do this in 2020. 

The company’s brand protection report revealed that it allocated more than $1.2bn to its brand protection efforts during the year.  

It employs more than 15,000 individuals, including machine learning scientists and expert investigators, to shield customers, brands and partners from counterfeiting, fraud and other abuses. 

Amazon’s brand’s protection strategy primarily focuses on four areas, including proactive measures for store protection. 

The retailer uses methods including document forgery detection and image and video verification to authenticate government-issued identity documents and ensure they correspond with the individuals applying to sell in its store. 

The retailer also focusses on innovating and enhancing automated brand protections.  

These systems utilise artificial intelligence to pre-emptively counteract evolving tactics by malicious actors.  

In 2023, Amazon's team leveraged advanced machine learning models, including significant improvements in computer vision and large language models, to systematically identify infringements.  

This includes the detection of complex visual intellectual property infringements involving logos, shapes and patterns. 

Amazon also optimises customer protection and education by joining forces with industry experts and associations. 

The company aims to raise awareness about the dangers of purchasing counterfeit goods.  

A statement by Amazon Worldwide selling partner services vice-president Dharmesh Mehta reads: “We are proud of the progress we have made in preventing counterfeits within our store.  

“This has required significant innovation, and it would not be possible without the partnerships we have been able to build with brands, associations, policymakers, law enforcement and others. While we believe we have made a great deal of progress, we remain committed to continued innovation and will not rest until we drive counterfeits to zero.” 

In April 2023, Amazon launched the Anti-Counterfeiting Exchange (ACX) to identify and track counterfeiters in the retail industry.