In todayโs fast-paced eCommerce environment, protecting your brand from counterfeit products is more critical than ever.
As fake listings increase in volume and sophistication, Amazon Project Zero offers a powerful solution for brand owners to regain control.
Designed for trademarked brands enrolled in Amazon Brand Registry, Project Zero equips you with automated tools, direct removal capabilities, and advanced serialization.
This blog will explore how the program works, how to qualify, and how to fully leverage its features.
Whether you're a growing brand or an enterprise seller, understanding Project Zero is key to securing long-term success on Amazon.
What Is Amazon Project Zero?
Amazon Project Zero is a brand protection initiative launched by Amazon to eliminate counterfeit products from its platform.
The program empowers brands to take proactive control in protecting their intellectual property by combining advanced machine learning, direct brand control, and product serialization.
It is available to brands enrolled in the Amazon Brand Registry and who have a registered trademark.
To qualify, brands must also demonstrate a high accuracy rateโtypically 90% or aboveโin past counterfeit removal submissions.
Project Zero is currently available in over 20 countries, including major marketplaces such as the United States, Canada, the UK, Germany, India, and Japan. The program operates on three core components:
- Automated Protections that detect counterfeits using AI.
- Self-Service Counterfeit Removal tools for direct takedown of fake listings.
- Serialization to verify product authenticity through unique codes.
This three-part system allows for a more comprehensive and scalable approach to fighting counterfeit products on Amazon.
How Project Zero Works
Automated Protections
Amazonโs AI-powered engine scans over 5 billion product listings on its marketplace daily to proactively identify and block suspected counterfeit listings before they go live.
This machine learning model becomes more effective over time, learning from data provided by brands, such as logos, trademarks, and key product information.
- It minimizes the need for manual monitoring.
- It helps reduce customer exposure to counterfeit products.
- It is continuously updated with brand-submitted data.
These AI-driven safeguards form the first line of defense against fakes.
Bonus Read: How Amazon Brand Protection Safeguards Your Business
Self-Service Counterfeit Removal
Project Zero allows brands to remove counterfeit listings directly from Amazon without submitting a report for manual review.
This is a major shift from traditional enforcement mechanisms, placing power into the hands of the brand owners.
- Brands can take immediate action when they spot counterfeit listings.
- The tool is accessed via the Amazon Brand Registry dashboard.
- Accuracy is monitored, and misuse can lead to removal from the program.
This feature reduces the time and resources spent on enforcing IP rights.
Serialization & Transparency Integration
Through serialization, brands apply unique, scannable codes to each product unit during manufacturing.
These codes are then scanned at Amazon fulfillment centers to verify authenticity before shipping to customers.
- Products without valid codes are automatically flagged or blocked.
- This feature prevents counterfeits from entering Amazonโs supply chain.
- It integrates with Amazonโs Transparency program for enhanced protection.
Serialization offers item-level security and is ideal for high-risk or premium products.
Bonus Read: Top 6 Amazon Brand Protection Agencies to Secure Your Business
Eligibility & Enrollment Process
Amazon Project Zero is a specialized program designed for brands that have shown a strong track record in protecting their intellectual property on the platform.
Unlike open-access tools, Project Zero is available only to eligible brands that meet specific criteria, ensuring responsible and accurate use of its powerful counterfeit removal tools.
To qualify for Project Zero, brands must meet the following prerequisites:
- Enrollment in Amazon Brand Registry, which requires a government-registered trademark and verification of brand ownership.
- โRights Ownerโ status on the Brand Registry account is mandatory. This role ensures the individual has authority over brand protection activities.
- High accuracy in reporting counterfeit activity, with at least a 90% acceptance rate on submitted reports over the past six months. This ensures only reliable and consistent reporters gain access to self-removal privileges.
- Completion of a short training that covers the identification of counterfeit listings and the responsible usage of the Self-Service Counterfeit Removal tool. This helps maintain trust in the platform and minimizes misuse of the removal system.
Step-by-Step Enrollment Guide
Once a brand meets the prerequisites, enrollment in Project Zero is an automated process driven by Amazon's internal eligibility checks. Here's how it works:
- Ongoing monitoring: Amazon reviews Brand Registry participants weekly to identify those who qualify.
- Invitation email: Eligible brands receive an invitation titled โAn important message about your access to Amazon Project Zero.โ
- In-platform notification: Brands will also see a banner on their Brand Registry dashboard indicating eligibility.
- Training requirement: Clicking โGet Startedโ initiates a 15-minute training module, including a short quiz.
- Instant tool access: After completing the training, brands can immediately use the Self-Service Counterfeit Removal tool.
Project Zero is currently available in 20+ countries, including the United States, United Kingdom, Canada, France, Germany, India, Japan, and others.
Benefits of Project Zero in 2025
As the eCommerce space continues to grow, counterfeiters are evolving rapidly. In 2025, Amazon Project Zero remains a leading solution to help brands stay ahead.
Some of the key benefits include:
- Over 99% of counterfeits are blocked proactively by Amazonโs automated protections before brands even detect them. This is powered by machine learning that scans over 5 billion listings daily.
- Significant time savings for brand managers, as they no longer need to submit detailed takedown requests. The Self-Service Counterfeit Removal tool lets them instantly remove fake listings without waiting for Amazonโs review.
- Global rollout: Once a brand is enrolled, Project Zero automatically activates across all supported marketplaces, offering seamless protection.
- Serialization for enhanced protection: Brands can enroll in an optional serialization service, adding unique codes to every product unit. This further improves detection and helps prevent fakes from being listed in the first place.
- Increased consumer trust: By ensuring only authentic products reach customers, brands maintain a stronger reputation and avoid negative reviews tied to counterfeit issues.
- Stronger brand equity over time: Continuous counterfeit prevention reduces customer complaints, protects product reviews, and strengthens long-term loyalty.
Project Zero is particularly effective for brands generating $1Mโ$50M in annual revenue and for enterprise-level companies with complex product catalogs and larger distribution networks. Its tools help reduce dependence on manual reporting and free up resources for growth.
Best Practices to Maximize Impact
To fully benefit from Amazon Project Zero, brands must go beyond enrollment and actively manage the tools provided. Success depends on maintaining high standards, focusing on priority products, and making data-informed decisions. Below are key practices brands should implement:
- Maintain 99% accuracy on counterfeit removals. Amazon holds participating brands to a strict accuracy standard. Brands that incorrectly remove legitimate listings or misuse the self-service removal tool risk losing access. According to Amazon, maintaining this benchmark demonstrates responsible use and protects seller integrity.
- Focus serialization efforts on high-risk SKUs. Serialization isnโt mandatory, but itโs highly effective when applied strategically. Brands should identify products most vulnerable to counterfeitingโtypically high-demand or premium itemsโand prioritize them for unique code labeling. Amazon scans these serialized codes before products are shipped, preventing counterfeit versions from being sold.
- Use data from counterfeit removals to train and refine internal filters. Each counterfeit removal leaves a trail of dataโseller information, product type, region, and timing. Brands can analyze this information to detect patterns and improve their own monitoring systems. For example, if counterfeits consistently appear in a certain category or region, brands can preemptively flag similar listings for review.
- Review brand performance regularly in the Brand Registry dashboard. Amazon provides insights into removal history, accuracy rates, and counterfeit activity trends. This feedback loop allows brands to adjust their enforcement strategy, identify false positives, and track progress over time.
- Conduct test buys on suspicious listings. If a listing appears counterfeit but lacks enough visual evidence, a test purchase can confirm the violation. This practice helps reduce mistaken removals and reinforces accuracy, which is vital for staying compliant with Amazon's standards.
By adopting these best practices, brands can maximize Project Zeroโs potential and create a robust, proactive counterfeit prevention strategy that scales with their business.
Bonus Read: Amazon Luxury Store: A Guide for Premium Brands
Step-by-Step Implementation Guide
Successfully implementing Amazon Project Zero involves a structured approach, from meeting eligibility to using advanced tools. Hereโs a clear, actionable roadmap for brands:
1. Verify Brand Registry Enrollment.
- Ensure your brand is enrolled in Amazon Brand Registry.
- A registered trademark is required.
- Only brand owners (not agents or resellers) can apply.
2. Meet Eligibility Criteria.
- Achieve at least a 90% acceptance rate on infringement reports over the past six months.
- Consistent accuracy builds trust and unlocks access to Project Zero.
3. Receive an Invitation from Amazon.
- Brands cannot request access directly.
- Amazon monitors eligibility and sends invitations automatically via email and the Brand Registry dashboard.
4. Complete Project Zero Training.
- A short, mandatory training session ensures the brand understands proper usage of the self-service removal tool.
- Training includes a knowledge check to validate understanding.
5. Enable Serialization for Key SKUs (Optional).
- Work with Amazon to apply unique codes to select units.
- Serialized products are scanned before shipping to prevent counterfeit distribution.
6. Begin Using Self-Service and Automated Protections.
- Start removing counterfeit listings immediately after completing the training.
- Monitor removal history and adjust as needed to maintain high accuracy.
7. Track Metrics and Adjust Strategy.
- Use the Brand Registry dashboard to monitor performance.
- Analyze trends to improve future counterfeit detection and protect product integrity.
By following this step-by-step process and maintaining a disciplined approach, brands can take full advantage of Amazon Project Zero's benefits in 2025 and beyond.
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How SalesDuo Can Help Brands with Amazon Project Zero
As an Amazon-focused eCommerce partner, SalesDuo offers comprehensive brand protection support, helping brands navigate and optimize their use of Amazon Project Zero.
Hereโs how SalesDuo supports brands:
- Eligibility Assessment: We evaluate your brandโs current compliance and readiness for Project Zero enrollment.
- Trademark Assistance: Help secure and register trademarks needed for Brand Registry enrollment.
- Counterfeit Monitoring: SalesDuoโs advanced marketplace monitoring tools identify suspicious listings and alert your team.
- Training & SOPs: We train brand teams to maintain Amazonโs high accuracy standards and responsibly use the Self-Service Removal tool.
- Serialization Strategy: We guide clients on how to roll out serialization effectively, focusing on high-risk SKUs.
- Performance Analytics: Our dashboards help you track counterfeit removal accuracy and generate insights for future protection.
Conclusion
Amazon Project Zero represents a game-changing opportunity for brands to combat counterfeiting with precision and autonomy.
By integrating machine learning, brand-initiated removals, and optional serialization, it significantly reduces fake listings and strengthens consumer trust.
For brands navigating the complexities of Amazonโs marketplace, Project Zero is not just a protective measureโitโs a strategic advantage.
With the right implementation and ongoing management, your brand can scale with confidence.
SalesDuo is here to guide you every step of the way, offering tailored support, training, and insights to ensure your Project Zero experience delivers long-term brand protection and marketplace growth.
Ready to elevate your Amazon strategy with expert-led solutions and AI-powered insights?
๐ Talk to a SalesDuo expert today and take the first step toward smarter growth, stronger protection, and sustained marketplace success.
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About the Author
Meet R.Dharun, an energetic Amazon account expert who focuses on making retail strategies sharper and scaling business processes at eCommerce platforms. With a strong knack for streamlining workflows and building growth-driven solutions, heโs all about making brands more efficient. When heโs off-duty, youโll find Dharun playing cricket or getting lost in thriller novels.
