Companies who are interested in a robust brand protection solution need look no further than Amazon’s own program: Amazon Project Zero. In this article, we’ll walk you through the specifics of this program and show you how to protect your catalog against fakes and counterfeits.
TABLE OF CONTENTS
1. Fakes & Counterfeits on Amazon2. What is Amazon Project Zero?
3. Is Amazon Project Zero Worth It?
Fakes & Counterfeits on Amazon
Amazon Project Zero was created to address a serious problem that sellers face on the platform: unauthorized third parties ripping off products to sell for cheaper prices. This dubious business practice is both illegal and unethical, since it takes away valuable market share from the legitimate brand and sours the customer’s perception towards their products.
In a recent report, Amazon stated that they have successfully reduced the number of bad actors from 6 million in 2020 to only 800,000 in 2022. While this is an impressive feat, it’s clear that the threat still remains, and as such, brand owners must be vigilant and proactive to protect themselves.
What is Amazon Project Zero?
As described by Amazon, “Project Zero leverages the combined strengths of Amazon and brands to drive counterfeits to zero” (hence the program name). This initiative splits the responsibility of tracking down counterfeits between Amazon and its sellers, empowering brand owners to take control of their brand protection efforts and adopting a proactive approach to combating fakes and counterfeits.
Amazon Project Zero works by combining the platform’s anti-counterfeiting technology with sellers’ own IP protection experience through Brand Registry. Sellers can use Project Zero’s self-service tool to search for counterfeit listings and immediately remove them from the Amazon shelf. Each of these removals then become data that powers Brand Registry’s automated protections, which proactively block counterfeits before they reach your customers.
Is Amazon Project Zero Worth It?
With over 25,000 brands enrolled in the program, Project Zero is a smashing success, boasting billions of daily removal attempts and a 99% automatic removal rate of infringing listings. If your brand is already enrolled in Brand Registry, Project Zero is a no-brainer, since it comes at no additional cost to your business. Add it to your arsenal of brand protection measures and enjoy your counterfeit-free storefront.
Alongside all these benefits, Project Zero does come with its own challenges. It is easy to enroll in the program, but much harder to stay enrolled. According to Amazon, sellers are required to “maintain an accuracy rate of at least 99% [when manually removing infringing listings] in order to maintain access to Project Zero.” Therefore, it’s recommended that brands dedicate specific resources to identifying and removing counterfeits to avoid making mistakes.
On the other hand, if you find it difficult to maintain the 99% accuracy rate for listing removals, the program won’t work for you. Luckily, you still have access to Brand Registry’s existing suite of protection tools under Protect.
Enroll in Amazon Project Zero
If you’ve read this far, we’re assuming you’re interested in being a part of the program. After all, who doesn’t want automatic protections for their brands and IPs? To enroll, your business must first meet eligibility requirements for Project Zero. They include:
- Having a Brand Registry account where you are the rights owner of a registered trademark (login required)
- You having used the Report a Violation tool to report suspected registered trademark infringement within the last six months and have at least a 90% acceptance rate on those reports
- Having a history of using Brand Registry and the Report a Violation tool in accordance with Amazon’s policies
If all these eligibility requirements are met, your account is now ready to be enrolled in Project Zero.
From your Brand Registry homepage, select Project Zero. If your account is eligible for the program, you’ll be prompted to select Get Started, where you complete a 10-minute training session to get familiarized with all its features.
VASO Group Can Help You Protect Your Brand
Even with or without Amazon Project Zero, our account managers here at VASO Group are well-versed in all brand protection measures that are available to you. We are dedicated to helping you combat fakes and counterfeits, and we are your committed partners in protecting and strengthening your brand presence. Connect with us today for a consultation.
Let’s grow your business together.