Amazon Project Zero launches in the UAE and Saudi Arabia

RetailME Bureau

In order to empower brands and Amazon to drive counterfeit to zero, Amazon Project Zero launches in the UAE and Saudi Arabia. Amazon has announced the expansion of Project Zero to seven new countries – including the UAE, Saudi Arabia, Australia, Brazil, the Netherlands, Singapore and Turkey – making it available in 17 countries where Amazon has a store.

Project Zero combines Amazon’s advanced technology, machine learning (ML) and innovation with the sophisticated knowledge that brands have of their own intellectual property, so that together they can drive counterfeits to zero.

“Amazon is committed to protecting our customers and the brands we collaborate with worldwide,” said Dharmesh Mehta, vice president of worldwide customer trust and partner support. “Project Zero has been a leap forward in protecting brands, especially for those that use all three of its components.”

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Launched in 2019, Project Zero builds on Amazon’s long-standing work and investments to ensure that customers always receive authentic goods when shopping on Amazon. Over 10,000 brands have already enrolled in Project Zero.

As Amazon Project Zero launches in the UAE and Saudi Arabia, Ronaldo Mouchawar, vice president of Amazon Middle East and North Africa added, “We expect Amazon customers to feel both confident and safe when making purchases from our stores. The expansion of Project Zero to and is a significant investment that will further ensure our customers across the region receive authentic products when ordering from Amazon’s stores. We look forward to continuing to work alongside brands to drive counterfeits to zero.”

Brands that are enrolled in Amazon Project Zero and already have a trademark enrolled in one of the newly launched countries will automatically be able to use Project Zero in these additional stores. New brands can learn more about and enroll in Amazon Project Zero.

Project Zero uses three key components to protect and empower brands, including Amazon’s automated protections that scan more than five billion attempted daily product listing updates globally to look for suspicious listings. Project Zero goes further with a self-service tool to empower brands and provides them with an unprecedented ability to directly remove listings from the Amazon store. While product serialisation is enabled by a unique code that brands apply within their manufacturing or packaging process, which allows individual scanning and confirms the authenticity of every single purchase of a brand’s enrolled products from Amazon’s stores.


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