Amazon is taking additional steps to stop counterfeit sellers.
Dharmesh Mehta, Amazon's vice president of consumer trust and partner support, told CBS News that the e-commerce giant has made 'progress in reducing the amount of counterfeit' on the site.
But Mehta admits the firm is still a long ways off from eradicating the issue.
So far, Amazon has added 500 brands to its invite-only Project Zero initiative, which was rolled out in February and aims to give sellers greater controls over fake goods.
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So far, Amazon has added 500 brands to its invite-only Project Zero initiative, which was rolled out in February and aims to give sellers greater controls over fake goods
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.'We've continued to make progress in reducing the amount of counterfeit in our store… but the fact is that today, that number's not zero. There are still counterfeits,' Mehta told CBS News.
Last year, Amazon pulled three billion suspicious listings from the site before they were seen by the public, he added.
However, Mehta couldn't say how many fake products are currently available on Amazon.
Amazon has repeatedly come under fire for failing to vet third-party sellers.
Counterfeit items typically make it onto Amazon as a result of its third-party marketplace, where sellers can list their products directly onto
