The brand registry has just left its test phase and will be available for free in North America.
Other details on the initiative are vague, and Dilpreet Kaur, brand protection expert at Incopro, is unsure how the new tool will do more than Amazon’s current report tool.
“Does it assess counterfeits at the platform end? If not, is the tool an improvement on the current reporting function?”
“No doubt this will be clarified, but what is encouraging is that Amazon is at least talking about taking real, impactful measures against counterfeiting,” she added.
Brands should not “rest on their laurels” when it comes to this new initiative.
“[Brands] must take action themselves to protect their IP, considering all platforms as well as social media and web infringement.”
She said: “If counterfeit products are being sold on mainstream marketplaces, it is inevitable that they will also have a presence on less obvious platforms, too."