Amazon Project Zero: What It Means for Brand Owners

At the end of February, Amazon announced Project Zero, a new program aimed at counterfeits. For brand owners who have spent months fighting fake listings, it is a big deal. For the first time, eligible brands can remove counterfeit listings themselves, without waiting for Amazon to review a report.

Here is what Project Zero includes, who can join, and how to think about it for your brand.

The three parts of Project Zero

1. Automated protections

Amazon scans its store every day for listings that may be counterfeit. Brands provide key data, such as logos and trademarks, and Amazon uses it to catch suspected fakes before shoppers see them.

2. Self-service counterfeit removal

This is the headline feature. Brands in Project Zero can remove listings they believe are counterfeit directly. No case, no waiting. Amazon also uses those removals to improve its automated protections.

3. Product serialization

Brands can add a unique code to every unit they make. Amazon scans and checks the code before the product ships to a customer. If a unit does not have a valid code, it is caught. This part has a small cost per unit.

Who can join?

Right now Project Zero is invite only, with a waitlist for other brands. To be eligible, you need to:

• Own a registered trademark.
• Be enrolled in Amazon Brand Registry.
• Have a history of submitting accurate infringement reports.

That last point matters. Self-service removal is a lot of power, and Amazon expects brands to use it carefully. Brands that remove legitimate listings can lose access.

How it fits with your other protections

Project Zero is not a replacement for good habits. It works best alongside:

• Brand Registry and a consistent brand name on all products and packaging.
• Regular checks of your listings and the sellers on them.
• Clear records of where your products are made and sold, so you can tell real units from fakes.
• Watching your reviews for complaints like “this looks different” or “poor quality copy”.

Using it responsibly

The removal tool is for counterfeits, not for removing resellers you do not like. A seller offering your genuine product, bought legally, is not a counterfeiter. Using Project Zero to remove genuine sellers can get your access taken away and can create legal trouble.

If you have a reseller problem, the answer is usually better distribution agreements and control over who buys from you.

Should you join?

If counterfeits are hurting your sales or your reviews, sign up for the waitlist now. Even if you are not a target today, successful products attract copies sooner or later. Being ready is better than reacting.

If you need help cleaning up hijacked listings or setting up your brand protection, our catalog and account operations team handles this work. You can also request a free audit.

FAQs

What is Amazon Project Zero?

Project Zero is an Amazon program that fights counterfeits with automated protections, a self-service tool that lets brands remove fake listings and optional product serialization.

Does Project Zero cost money?

Joining is free. Product serialization, where each unit carries a unique code, has a small cost per unit.

Can I use Project Zero to remove resellers?

No. The tool is only for counterfeit products. Removing sellers of genuine products can cost you access to the program.