Amazon’s Counterfeit Crimes Unit has taken action against more than 32,000 bad actors across 14 countries since 2020, and in 2025 identified and disposed of over 15 million counterfeit products while shuttering more than 100 fake-review and scam websites.

The company released its Trustworthy Shopping Experience Report detailing protections for customers, brands, and selling partners—emphasizing brand protection, anti-counterfeiting, scam prevention, and trustworthy reviews.

In collaboration with Chinese law enforcement and brands, Amazon conducted over 70 local raids against counterfeit manufacturers and distributors.

Rohan Oommen, VP of Worldwide Customer and Partner Trust, stresses protecting all stakeholders while enabling seller growth, highlighting tools like the Account Health Dashboard for transparency on compliance and performance.

New technologies such as Omniscan are used to verify safety and compliance before listings go live, signaling a shift toward pre-emptive quality control.

Amazon’s four-pillar approach centers on proactive controls, predictive risk tools, accountability for bad actors, and consumer protection through education and transparent safety communications.

The four-p pillar framework also emphasizes collaboration with industry and law enforcement to tackle abuse.

The report signals ongoing investment in technology and enforcement to maintain a safe, reliable shopping environment and preserve trust among customers, brands, and sellers.

AI is used to analyze billions of signals to detect threats before they reach consumers, enabling a shift from reactive to predictive threat detection.

Amazon employs AI-driven proactive controls and multimodal systems—analyzing text, images, seller behavior, and supply chain patterns—to prevent abuse, including a direct product validation program and Omniscan for pre-listing safety verification.

A broader shift from reactive to predictive threat detection is driven by billions of signals, as explained by the VP of Worldwide Customer and Partner Trust.

Protecting consumers remains a pillar, with recalls notifications, partnerships with consumer organizations across seven countries, and options for refunds, returns, or repairs linked from recalls.