On the one hand, Amazon provides brand sellers with rich data and technical support; on the other hand, Amazon is also striving to provide brand sellers with a safer brand ecosystem. Taking 2020 as an example, let’s take a look at what Amazon has done to combat counterfeit products and protect the brand rights of sellers.
?Amazon has invested more than $700 million to protect customers and brand sellers from fraud and abuse;
?Amazon has set up a special Counterfeit Crime Unit (ACCU) to investigate with brands and cooperate with law enforcement agencies to file lawsuits against counterfeiters;
?Only 6% of seller accounts passed Amazon’s qualification review and successfully listed products;
?Amazon blocked more than 10 billion suspicious infringing listings before the products were listed;
?Only 0.01% of the products sold on the Amazon platform received counterfeit complaints from customers. Although the proportion is not high, Amazon still carefully investigated the accuracy of these complaints and took measures.
Through the above data report, we can see Amazon’s determination to maintain its brand, which can be regarded as a reassurance to brand sellers. Of course, sellers must also learn to use the brand rights granted by Amazon to maintain their own brands.
1. Report of Infringement
Amazon platform expressly prohibits the release of any products that infringe intellectual property rights. When brand sellers find that their intellectual property rights have been abused, they can use the “Report Violation” tool to file a complaint with Amazon.
Use the title, picture or ASIN to locate the suspected infringing product, and select the type of infringement, such as reporting trademark infringement, reporting copyright infringement, and reporting patent infringement. After submission, wait for the review of the Amazon platform. After the review is passed, it will be immediately removed from the shelves, and the seller will also see the status of the processing.
2. Transparency
Transparency is a product tracking and authenticity verification service officially provided by Amazon to sellers. It can track each product and protect brands and consumers from counterfeit infringement from the following four aspects.
1) Pre-active Anti-Counterfeiting Protection
Amazon adopts a pre-active protection mechanism to implement Transparency inspections in the links of product release, warehousing, and distribution to ensure that sellers sell and distribute authentic products.
2 ) Avoid fake product reviews
Protect the seller’s brand from being harmed by other sellers publishing potential counterfeit products on this brand ASIN, thereby protecting the buyer’s evaluation of the product from counterfeits.
3) Easily verify the authenticity of the product
No matter where the product is purchased, buyers can use the Amazon shopping app or the Transparency app to scan the Tansprerey barcode on the product to verify the authenticity of the purchased product.
4) Expose more brand information
In addition to verifying authenticity, buyers can also see the information of a single product, including the production date, etc., to deepen consumers’ impression of the brand. The Transparency Plan has free quotas for new products. You can apply for it yourself when filling in the brand information on the official public account, and Amazon staff will provide guidance.