Amazon has revealed impressive strides in using artificial intelligence to combat fraud and counterfeit products in its latest annual Brand Protection Report.
AI as the Frontline Defense Against Fraud
Through a multi-billion-dollar investment, Amazon has made artificial intelligence a cornerstone of its strategy to prevent fraudulent activity across its platform. Over the past year, the company has hired thousands of specialists, including software developers and machine learning experts, to build and refine its fraud detection systems.
These AI systems have significantly enhanced Amazon’s ability to proactively detect and block fraudulent listings. In fact, the report states that more than 99% of suspected infringing product listings were intercepted before they even reached consumers or required brand intervention.
Automating Product Verification with Transparency API
One of the most impactful innovations has been the introduction of a new application programming interface (API) for Amazon Transparency — the company’s serialization-based product verification solution. This API allows brands to seamlessly confirm product authenticity and monitor supply chain movements at scale.
Since its launch, over 2.5 billion product units have been authenticated using the platform, with more than 88,000 brands participating globally. This automation not only boosts efficiency but also empowers brands to take greater control over their product integrity.
Counterfeit Crimes Unit: Real-World Impact
Beyond digital interventions, Amazon’s Counterfeit Crimes Unit has been busy on the ground. In 2024 alone, the unit identified, seized, and destroyed over 15 million counterfeit goods worldwide. This coordinated effort spans partnerships with law enforcement, trade associations, and policymakers.
Amazon reaffirmed its mission to eliminate counterfeit products entirely, stating: “We will not rest until we drive counterfeits to zero.”
AI Innovation in Retail: A Growing Trend
Amazon’s efforts reflect a wider industry movement toward the adoption of AI-powered fraud prevention tools and smarter supply chain solutions. As counterfeit threats become more complex, companies are turning to scalable, intelligent systems to protect both their brands and their customers.
These advancements also align with broader industry shifts, such as those seen in Hyundai’s $21B investment to modernize operations and technology in the U.S., showcasing how major players across sectors are doubling down on innovation to future-proof their business models.
Looking Forward
Amazon’s ongoing investment in AI not only strengthens its brand protection efforts but also sets a new benchmark for digital trust in e-commerce. As AI continues to evolve, we can expect even more sophisticated tools to emerge in the fight against counterfeiters and online fraud.
