Amazon expands anti-counterfeit service to Australia and Singapore

Over 10,000 brands have enrolled in its Project Zero.

Amazon is expanding its anti-counterfeit service Project Zero to seven new countries, including Australia and Singapore, aiming to ensure that customers receive authentic goods when shopping on Amazon, according to a press release.

Over 10,000 brands—from large, global brands to emerging entrepreneurs including Arduino, BMW, ChessCentral, LifeProof, OtterBox, Salvatore Ferragamo, and Veet—have enrolled in Project Zero.

The service was also launched in Brazil, Netherlands, Saudi Arabia, Turkey, and the UAE, making it available in 17 countries where Amazon has a store.

Project Zero uses three components for protecting brands: automated protections that scans daily product listing updates, a self-service tool allowing brands to directly remove listings from Amazon, and an optional product serialization allowing the platform to scan and confirm the authenticity of a purchase through the use of a unique code.