Amazon's AI Systems Block Counterfeit Surge

Ecommerce giant reports 250% jump in blocked listings globally

- PEERZADA ABRAR

As Amazon steps up its global campaign against counterfeit goods, India has emerged as a focal point in the company's enforcement strategy, reflecting both the country's rapid ecommerce growth and the operational complexities that come with it.

Kebharu Smith, director of Amazon's Counterfeit Crimes Unit (CCU), said India remains a "critical market" for the company, highlighting the strategic importance of protecting consumers and sellers in one of its fastest-growing regions. "Protecting customers and sellers from counterfeits is a top priority for us," Smith told Business Standard.