Amazon has released its inaugural Trustworthy Shopping Experience Report, outlining the company’s approach to ensuring trust at every step of the shopping journey, including the progress made in deterring bad actors across the industry and removing counterfeit products from the retail supply chain in 2025.
The company said this is made possible by its advancements in brand protection tools and dedication to global industry collaboration, including:
- A holistic approach to enforcement helps ensure bad actors are held accountable:
- In 2025, Amazon identified, seized, and appropriately disposed of more than 15 million counterfeit products worldwide, preventing them from harming customers or being resold elsewhere in the retail supply chain.
- Since its launch in 2020, Amazon’s Counterfeit Crimes Unit has pursued more than 32,000 bad actors through litigation and criminal referrals to law enforcement.
- Increased Use of Amazon’s Brand Protection Features:
- Amazon’s Intellectual Property Accelerator has helped more than 33,000 brands obtain new trademark protection, supporting business owners from 35 countries and in 18 languages, through a network of trusted IP law firms.
- More than 2.7 billion product units have been verified as genuine through Amazon’s Transparency program.
“For the past five years, Amazon has published an annual Brand Protection Report—a detailed look at how we combat counterfeits, protect intellectual property, and safeguard the brands that sell in our store. But global retail has never been more connected—or more complex. Bad actors are constantly evolving their tactics, criminal networks operate across borders, and the threats facing retail extend well beyond counterfeits. At the same time, advancements in AI are giving us capabilities that didn’t exist a few years ago—allowing us to move from proactive to predictive, analyzing billions of signals simultaneously and detecting threats before they ever reach customers,” said the company.
“That’s why (recently we released) Trustworthy Shopping Experience Report, providing a comprehensive look at how we’re working to protect customers, selling partners, and brands across our global store. The report expands our commitment to trust and safety, continuing to cover brand protection and anti-counterfeiting, but now also encompassing organized retail crime, product safety, scam prevention, and trustworthy reviews.
“Our goal is to protect the store for customers, brands, and sellers alike. But we understand policies designed to protect customers can sometimes create friction for sellers trying to grow their business. That’s why we’ve invested in tools such as Amazon’s Account Health Dashboard, which gives sellers transparency and control into their adherence to policies, performance targets, and more. Ensuring that legitimate selling partners can thrive on Amazon is central to our mission, and this report reflects that commitment.”
Key takeaways
- Since 2020, Amazon’s Counterfeit Crimes Unit has pursued more than 32,000 bad actors through litigation and criminal referrals to law enforcement, across 14 countries.
- Amazon’s AI early warning system successfully anticipated a bad actor attack on a viral, new branded product, blocking the infringing listings a full eight days before the brand owner even shared their IP with us.
- In 2025, Amazon’s legal actions led to the shutdown of more than 100 websites attempting to facilitate fake reviews and scams targeting our store.
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