Project Zero: Amazon firms up plan to eliminate fake products on its site

Amazon is taking a new initiative called Project Zero in a bid to get rid of counterfeit products on its website. Once approved, Project Zero will allow the brands to directly flag and delete fake listings themselves.

As per the current process, companies need to forward a request to Amazon if they spot fake versions of their products. The e-commerce company then evaluates the claims and removes the counterfeit product. The process is quite similar to the copyright takedown process of YouTube, a tech platform that often sees false or misleading content. Amazon too has long struggled to deal with false or misleading information on its platform and removing fake products has proven quite complicated.