- Amazon said it has blocked 10 billion listings of fake products on its site.
- Since 2019, the e-commerce shop has spent $700 million on its anti-counterfeiting efforts.
- The number of counterfeit products sold on the site has increased since the start of the pandemic.
After being pressured by shoppers, brands, and lawmakers, Amazon said Monday that it blocked more than 10 billion suspected counterfeit listings last year before any of the items could be sold.
Amazon released the numbers in their first report about their anti-counterfeiting efforts that started in 2019. In 2020, the number of phony listings they blocked increased to 67%, according to a report by AOL.
The company, which is based in Seattle, said the number of counterfeit products sold on the site increased as online shopping picked up even more during the pandemic.
Amazon’s problem with counterfeits has been going on for years. But since 2019, it has warned investors that selling fake goods threatened the company’s business and reputation.
Brands may refuse to sell their good on the site if fake versions are also being offered there. Shoppers may also stop trusting Amazon.
Amazon has a third-party marketplace that sellers use to list their goods directly on the site. Last year, the e-commerce giant destroyed 2 million fake products sent to its warehouses before they were sold. Amazon also said they received fewer than 0.01% counterfeit complaints from shoppers.
The e-commerce company uses machine-learning technology to stop counterfeiters before their items are sold. The technology automatically removes suspected counterfeits as it scans listings. It has also provided a way for brands to remove fake items from the site instead of waiting for Amazon to do something.
The company’s crackdown efforts come as lawmakers are making a way to lessen counterfeits online. This year, two lawmakers re-introduced the INFORM Consumers Act, which requires the verification of third-party sellers, and the disclosure of their identities to their shoppers. The bill was first introduced in 2019 but wasn’t voted on because of opposition from Amazon and smaller e-commerce stores like eBay and Etsy who claimed that the bill could discourage small businesses from selling online.
But big-box physical retailers like Home Depot and Lowe’s back it because it levels the playing field with online shops.
Amazon said it has 10,000 people working on its anti-counterfeiting efforts and has spent more than $700 million on it. It has also been working with brands to file joint lawsuits against counterfeiters who sell knock-offs of high-end brands.