President admitted last year andema, Rosa Tousone of the main difficulties Brand Defense Association was to raise awareness about the dangers of forgery. At the time this directive stated, “Often the consumer does not know what is behind this and there is fraud, in many cases money laundering and even human trafficking.” The good news is that the entity is not alone in this concern. The bad news is that this type of scam doesn’t stop. HE e-commerce giant In its third ‘Brand Protection Report’, Amazon collects that last year it detected and seized more than six million counterfeit products worldwide trying to be sold through its virtual storefront. This volume means multiplying the previous year’s figures by two.
For the company founded and currently directed by Jeff Bezos andy jessy, this is a scenario to be greatly celebrated: it means that it is increasingly successfully shutting down “alleged infringers’ activities” and having “a tangible impact beyond the Amazon store itself.” The company increased the volume allocated to such transactions in 2022 without going further. brand protection. A total investment of 1,200 million dollars (1,100 million euros) was made for technology And specialist staff recruitment.
“We’re proud of what we’ve accomplished over the past year, we’ve further refined our technology to predict the actions of violators and redoubled our legal litigation efforts,” the statement said. Global VP of Seller Services at Amazon, Dharmesh Mehta. “We will continue to innovate and work with all relevant stakeholders to bring fraud to zero,” he adds.
The report explains that the company’s strategy goes through the following phases: improve the vendor verification system, Provide brands with protection tools, bring fraudsters to justice And disclose the existence of these practices to reach the consumer.
Video chats and detection technology
“Direct verification system of new sellers video chatwith continued progress risk detection technology based on machine learningdeters criminals from trying to create new accounts on Amazon”, the company details the first part of the strategy and acknowledges that it stopped attempts to create 800,000 fake seller accounts in 2022, a significant drop compared to before in 2021. 2.5 million detections in 2021 was done.
The second revolves around Amazon Brand Registrationreduces the business of brands when reporting claims. Third, the company cites 1,300 criminals. Fraud Crime Unit the company itself was condemned in front of its officials United States of America, European Union, United Kingdom And Chinese. This figure is almost double that of 2021. Finally, the e-commerce giant has launched preventive marketing campaigns focused specifically on the North American market.
As paradigmatic examples, Amazon cited hundreds of seizures in April. imitation Ferragamo brand belts Thanks to some of these mechanisms in China or with the complaint in June Cartier One influencer and eight companies promoting fake luxury products.