After launches in USA, parts of Europe and Japan, Amazon now starts its “Project Zero” in India.

Amazon opens tool against fake products in India – critics from industry

The AI-tool scans itself the entire Amazon store and identifies automatically and proactively suspected counterfeits. For this, brand owners have to feed the machine with key data like logos, trademarks, sizes, measurements, etc. The brand owners can directly remove counterfeit products by themselves. However, this entails additional efforts on the part of the rights holder. Many manufacturers of branded products criticise the fact that it is not their responsibility to clean up shopping platforms.

Same with the serialisation tool. Amazon offers here a unique identifier. “The product serialization service provides a unique code for every unit that is manufactured, and the brand puts these codes on its products as part of its manufacturing process. Every time a product using our serialization service is ordered in Amazon’s stores, we scan and verify the authenticity of the purchase. With this product serialization service, we can now detect and stop counterfeiting for every product unit before it reaches a customer”, as Dharmesh M. Mehta describes in a blog post.

This would mean forcing producers investing extra-efforts giving their products an individual Amazon-stamp – meaning an own production line, exclusive to Amazon. This is very vain and out of touch, especially since manufacturers have problems then with such a procedure to offer their products on other platforms.

As a result, manufacturers of quality products are increasingly turning their backs on Amazon. Recent example: Nike. The company has announced to concentrate on its own online shop. It seems that the booming decade of one-stop shopping is over. If they don’t make sure their shelves are clean, Amazon, Alibaba and Ebay will lose their importance, like department stores have done over the last twenty years. Meta-platforms like “Google Shopping” has just started this summer. It collects the offers of the different online platforms and retailers and presents them in a uniform interface. Even small retailers no longer need Amazon to find a smart EntryPoint into the customer’s living room. Time is over, when shopping platforms succeeded due to winning factors like speed and efficiency. Quality and security are increasingly important – at least for honest manufacturers and quality retailers.