We are excited to announce the launch of Amazon Project Zero in Australia— as well as Brazil, Netherlands, Saudi Arabia, Singapore, Turkey, and the UAE, making it available in 17 countries where we have a store.

When we launched Project Zero in 2019, it was built on our long-standing work and investments to ensure that customers always receive authentic goods when shopping in our stores. We’re excited to share that Project Zero is now being used by more than 10,000 brands—from large, global brands to emerging entrepreneurs and including Arduino, BMW, ChessCentral, LifeProof, OtterBox, Salvatore Ferragamo, and Veet to name just a few.

Project Zero combines Amazon's advanced technology and innovation with the sophisticated knowledge that brands have of their own intellectual property and how best to detect counterfeits of their products. It does so through three powerful tools.

Automated protections
Amazon's automated protections proactively and continuously scan more than 5 billion attempted daily product listing updates globally to look for suspicious listings. These automated protections are powered by Amazon's machine learning and are continuously fed new information, so we continue to get better in automatically preventing and blocking potential counterfeit listings.

Self-service counterfeit removal tool
We have invested significant resources over the years to proactively prevent counterfeits and continue to innovate and build technology-based solutions. Project Zero goes further to also empower brands and provides them with an unprecedented ability to directly remove listings from our store. These removals also feed into our automated protections, so we can better catch potential counterfeit listings proactively in the future.

Product serialization
Product serialization is enabled by a unique code that brands apply within their manufacturing or packaging process, and it allows us to individually scan and confirm the authenticity of every single purchase of a brand's enrolled products from Amazon's stores. While product serialization is optional, brands enrolled in Project Zero are seeing the best results when using product serialization.

Amazon's Project Zero expansion reinforces protection for our brands and customers across our stores worldwide. We are excited about the benefit brands have already seen already.

BMW, one of the world’s leading automotive brands with a portfolio of global trademarks, shared the following about the program: “Project Zero has been a very easy and effective tool at protecting BMW on Amazon. We are very appreciative of the tools Amazon has built to enable us to protect our brand."

“We are excited to see that Project Zero is expanding into the new marketplaces," said Adrienne McNicholas, co-founder and CEO of Food Huggers. "The program has already had a very positive impact on our enforcement efforts and we are glad to see Amazon’s continued commitment to protecting our brand across the world."

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