Washington — Amazon on Thursday announced a new initiative to crack down on the sale of counterfeit goods on its platform which could allow brands to take down listings of fake merchandise. The programme, dubbed Project Zero, uses a combination of technological tools and co-operation with brand manufacturers to remove listings of sellers of counterfeit goods. Amazon said it is testing the new feature on an “invite only” basis with brands ahead of what it expects to be a broader roll-out. “Our aim is that customers always receive authentic goods when shopping on Amazon,” the US online giant said. “Project Zero builds on our long-standing work and investments in this area. It allows brands to work with us to leverage our combined strengths to move quickly and at scale to drive counterfeits to zero.”

Amazon said the new effort includes stepping up use of its own machine learning technology to scan for suspected imitation goods. Additionally, brands that participate in the program...

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