Speaking with Salil Chawla, Director of DFU Publications, and Anu Anupam, Leader-Transparency l Amazon India, on the sidelines of the TAF 2025 show.
I work for Amazon India, representing the Brand Registry and Brand Protection team. We run a program called Transparency, designed to safeguard the online ecosystem from counterfeit and fake products, which are widespread in offline markets. To combat this, Amazon has developed a suite of tools and solutions.
Brands can leverage these features by enrolling in Brand Registry and accessing solutions like Transparency, Report a Violation, IP Accelerator, and Project Zero. These initiatives are constantly evolving to counter emerging counterfeiting trends and behavioral patterns.
We utilize advanced automation and machine learning models to detect suspicious trends, proactively prevent counterfeits, and maintain customer trust. The scale of counterfeit listings and takedowns we execute reflects the seriousness of this issue.
Some industries—pharmaceuticals, beauty products, books, and nutritional goods—are particularly vulnerable, and we are committed to ensuring only genuine products reach customers.
Counterfeiting isn’t a disease with a simple cure—it’s a constantly evolving challenge. The key lies in early detection and proactive intervention. If we control counterfeiting at the source, we can mitigate its spread. However, bad actors are constantly adapting, so we must stay one step ahead by refining our detection mechanisms.
The root cause often lies in greed and super-profiteering, making it a complex problem. While there is no single silver bullet, a collaborative industry-wide approach—involving e-commerce, offline retailers, regulatory bodies, and experts—is essential to developing holistic, long-term solutions.
Speed is critical. Counterfeiters operate swiftly, changing tactics frequently, so our response must be equally fast and precise. Consumers also play a vital role—by staying informed and actively reporting counterfeit products, they can contribute to strengthening the ecosystem.
Together, through vigilance, innovation, and collaboration, we can make significant strides in curbing counterfeiting.