Global IP Matrix - Issue 5


It has been a fantastic year for The Global IP Matrix magazine, thanks to all the efforts made by our contributors and to you, the reader for your continued support. We take great pleasure in putting together each issue of this publication, and we sincerely hope you enjoy this final issue of 2019. We have again, collaborated with some of the world's most influential IP law firms and businesses to bring you another eclectic mix of content, direct from the professionals working at ground level. We are already excited for the coming year and cannot wait to continue growing and evolving in our partnerships to bring you some exciting new features for 2020.

Ms. Elvin Hassan
Editor & Head of international liaisons





Project Zero NOTES

By Lisa Lovell, Brand Enforcement UK Ltd

Amazon’s Project Zero was initially

rolled out in February 2019 and

covered the USA only. With a current

estimate of 3,000 brand participants,

the project was expanded to Europe

on 5th August 2019; and now includes

France, Germany, Italy, Spain, and

the UK.

“Project Zero builds on our longstanding

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,” said Dharmesh

Mehta, Amazon’s Vice President of

Consumer and Brand Protection.

What is Project Zero?

The initiative, aimed at eliminating the spread

of counterfeits on Amazon, enables brands

to remove counterfeit listings from the site

without the need to communicate with

Amazon, and thereby essentially “empowering

brands to help drive counterfeits to zero.”

“Our aim is that customers always

receive authentic goods when shopping

on Amazon,” Mehta.

Is Project Zero free?

It is free to enrol in Project Zero, get access to

the automated protections and use of the free

self-service counterfeit removal tool. However,

brands that choose to use the product

serialisation service incur a cost per unit, based

on volume.

Joining Project Zero

Currently, an invitation-only experience,

brands that are not yet enrolled should join the

waiting list. However, it is currently unclear as

to how long the wait might be.

Once enrolled in one country, brands are

automatically enrolled in other countries,

therefore avoiding the need to be added to the

waiting list or to enrol again.

Amazon Brand


Interested brands must have a governmentregistered

trademark and have enrolled their

brand(s) in Amazon Brand Registry. Brands

not yet enrolled in Brand Registry can get

started by visiting

• Three-Pronged Approach

• Automated product scanning

• self-service counterfeit removal tool

• product serialisation scheme

A three-pronged approach, Project Zero

comprises of a suite of tools that combines

advanced technology and machine learning

with a brand’s knowledge.

When a brand joins Project Zero, Amazon

turns on automated protections for all, but it’s

then left up to the brand as to whether they

use the (self-service) removal or (paid for)

serialisation tools.

Automated Product


“Our aim is to proactively prevent these

[counterfeits] before anyone ever sees

them,” said Mehta.

The first of these tools, automated

protections, continuously scans the online

stores, proactively detecting counterfeits by

referencing logos, trademarks, and other’ key

data’ about a brand and then removes any

suspected counterfeits.

Mehta continued: “Our approach … is

part of what happens in our store, so

we can scan and verify before it gets to

a customer and stop it if it’s inauthentic.

This is much better for the customer and

the brand. It also allows us to take the

appropriate actions if there’s a broader


These machine learning algorithms scan more

than 5 billion product listings every day, and

for the US brands involved in the programme,

the automated protections have prevented

more than 65 million products from being

prevented and sold in stores. In other words,

for each and every suspected counterfeit

that a brand has taken down, more than 500

have been proactively stopped by Amazon’s

automated protections.

“Part of this is improved data sharing

between what customs and similar

organisations around the world have

versus what they’re willing to share with

us. This includes data that different

companies can share to identify

patterns and create better referrals for

law enforcement.” Mehta said.

“We’ve been testing these automated

protections with a number of brands,

and on average, our automated

protections proactively stop 100 times

more suspected counterfeit products as

compared to what we reactively remove

based on reports from brands,” Mehta


Self-Service Tool

Amazon has been testing its algorithms for a

while, but the self-service counterfeit removal

tool is new.

Traditionally, if a counterfeit does ‘get through’

the automated protections, the brand would

need to submit a notice to Amazon, which

would then lead to an investigation and finally

appropriate action, which can lead to delays.

“If brands are here to help us drive

counterfeits to zero and if they’re trying

to get counterfeits out of our stores, why

don’t we just give them the power to do

so?” Mehta.


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