Amazon Shifts Power to Brands in Fight Against Fake Products

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Amazon Shifts Power to Brands in Fight Against Fake Products
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Amazon is combating counterfeiters with a new tool that will let brands remove fake listings from its site

Amazon.com Inc. is starting to let brand owners delete listings on its site for products they deem fake, marking a sharp shift in its struggle to fight counterfeiters that cedes some of its responsibility to other companies.

The online retail giant on Thursday launched a new anticounterfeiting program, called Project Zero, that it says would better protect brands from scammers by letting them designate listings for removal, rather than going through a cumbersome reporting process with Amazon. The company has been testing...

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