Amazon has introduced its anti-counterfeiting programme to five European countries.
Project Zero, which launched earlier this year in the US, will now operate in France, Germany, Italy, Spain and the UK.
It provides brands with a platform to identify and remove counterfeits. It uses machine learning to automatically scan the marketplace for suspicious listings.
Brands can then use Project Zero to immediately remove counterfeit listings themselves as well as apply unique serialisation codes during the manufacturing process to help quickly identify counterfeits.
The programme is invite-only, although brands can sign up to a waitlist on Amazon’s website.
Since launching in the US, Project Zero has stopped more than 65 million suspicious listings before they were seen by customers.
“The initial results from Project Zero have been promising and we will keep improving – we will continue to refine our technology, expand to more countries, and will continue to work with brands to drive counterfeits to zero,” said Amazon in a statement.
