By Annie Palmer For Dailymail.com
Published: 23:08 GMT, 28 February 2019 | Updated: 23:09 GMT, 28 February 2019
Amazon is letting brands tackle the site's counterfeit problem.
The e-commerce giant on Thursday debuted 'Project Zero,' an initiative aimed at eliminating the spread of counterfeit items on Amazon.
As part of Project Zero, brands will be able to remove counterfeit listings from the site without Amazon's help.
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Amazon is letting brands take its counterfeit problem into their own hands. The firm debuted 'Project Zero,' an initiative aimed at eliminating the spread of counterfeit items on Amazon
Amazon has announced new steps to combat fake listings on the site.Machine learning - The firm said algorithms will 'continuously' scan for fake listings and, using reference data, determine whether a product is fake. Self-service counterfeit removals - A tool for brands that lets them remove listings for products believed to be bogus. Product serialization service - Products are given a unique identifier that's scanned upon each purchase. If the number doesn't match up with the listing, Amazon may be able to prevent someone from buying a counterfeit product.
In addition to letting brands remove them, Amazon is using AI to cut down on fake listings.
The company explained that machine learning algorithms will continuously scan listings and remove any that are suspected counterfeits.
AI detects counterfeits by referencing logos, trademarks and other 'key data' about a brand.