{"id":3235,"date":"2020-02-03T11:47:27","date_gmt":"2020-02-03T10:47:27","guid":{"rendered":"https:\/\/barzano-zanardo.snaptest.it\/?post_type=approfondimenti&p=3235"},"modified":"2020-02-03T12:23:22","modified_gmt":"2020-02-03T11:23:22","slug":"online-brand-protection-from-a-to-zero","status":"publish","type":"approfondimenti","link":"https:\/\/barzano-zanardo.com\/en\/approfondimenti\/online-brand-protection-from-a-to-zero\/","title":{"rendered":"Online Brand Protection, From A to Zero"},"content":{"rendered":"

Online infringements and Amazon\u2019s challenge, from Brand Registry to Project Zero<\/u><\/strong><\/p>\n

There is indeed still need for the right tools capable of defeating the ever-growing phenomenon of online counterfeiting: according to an old saying of the Internet, counterfeiters and hackers are always a step ahead with new solutions and ways to avoid controls, therefore it is no surprising that one of the latest surveys about this topic reports that 47% of brands<\/strong> lose revenues because of copied or counterfeit products (https:\/\/www.markmonitor.com\/download\/report\/MarkMonitor_Online_Barometer-2018-US.pdf?elqTrackId=f36b781866e24054b73ac25b7a51c20d&elqaid=1171&elqat=2<\/a>).<\/p>\n

It is such a cross-cutting issue that it represents a problem not only for companies suffering from counterfeiting, but also for e-commerce platforms whose success basically depends on the users\u2019 trust about the effective match between the products they see online and the ones they are going to get. Even Amazon, in its 2018 Annual Report<\/a><\/strong> released last February, identified this reliability issue – related to its sellers\u2019 illicit activities – as one of the major risks for the development of its business.<\/p>\n

So no wonder anti-counterfeiting<\/a>\u00a0is one of the greatest challenges of the industry, both for \u201cpolitical\u201d reasons regarding the relationship with big brands and for a mere economic calculation: investments in the fight against fakes assure a return also in terms of business growth. That is why both eBay and Amazon are investing in it: as of now, they are already offering dedicated tools to brand owners, giving them \u2013 on one hand – the chance to share information about their products and facilitate the automatic controls set by the two marketplaces, while on the other hand to access easy notification tools (VeRo program – https:\/\/pages.ebay.com\/seller-center\/listing-and-marketing\/verified-rights-owner-program.html<\/a> and Amazon Brand Registry – https:\/\/brandservices.amazon.it<\/a> respectively).<\/p>\n

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Project Zero: How it works?<\/u><\/strong><\/p>\n

With Project Zero, Amazon is now trying most of all to speed up procedures, namely the time necessary to identify counterfeit products and that in between the notification made by brands and the enforcement made by the platforms.<\/p>\n

To do so, Project Zero supports the already existing automatic protection<\/strong> systems, scanning more than 5 billion products every day and looking for counterfeit or non-compliant articles.<\/p>\n

In details, this new service comprises three different tools:<\/p>\n