Bengaluru: Amazon has released its first Trustworthy Shopping Experience Report, offering a comprehensive view of how it safeguards customers, sellers, and brands across its global marketplace.
The report consolidates Amazon’s efforts across anti-counterfeiting, product safety, scam prevention, review authenticity, and organized retail crime, outlining the systems, technologies, and partnerships deployed to maintain trust across its platform.
Commenting on the report, Rohan Oommen, Vice President of Worldwide Customer and Partner Trust, said, “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.”
Amazon’s approach is anchored in four key pillars: proactive controls, risk anticipation, enforcement against bad actors, and consumer protection. The company said it uses advanced artificial intelligence and machine learning systems to monitor billions of daily interactions, including product listings, reviews, and seller activities, to detect and prevent abuse before it impacts customers.
Among the key highlights, Amazon’s Counterfeit Crimes Unit has pursued more than 32,000 bad actors globally since 2020 through litigation and criminal referrals across 14 countries. In 2025 alone, the company identified and disposed of over 15 million counterfeit products worldwide, while legal actions led to the shutdown of more than 100 websites involved in fake reviews and scams.
The report also underscores Amazon’s growing use of predictive technologies. Its AI-powered early warning system can detect potential threats before they emerge, including identifying infringing listings for trending products even before brand owners report intellectual property violations.
In addition, Amazon continues to invest in tools such as Omniscan, a machine learning system that verifies product safety information at scale, and SENTRIX, an AI-based solution that enhances detection and removal of phishing websites, contributing to improved scam prevention outcomes.
The company has also expanded its efforts to protect consumers, including direct communication on product safety alerts and partnerships with multiple consumer organisations to raise awareness. These initiatives are supported by dedicated features that notify customers of recalls and provide guidance on refunds, returns, or repairs.
The release of the report follows Amazon’s recent move to expand its Counterfeit Crimes Unit to India, enabling closer collaboration with local brands, sellers, and law enforcement agencies to combat counterfeit activity and strengthen intellectual property protection in one of its fastest-growing markets.
With the report, Amazon aims to provide greater transparency into its ongoing efforts to build a safer and more trustworthy shopping ecosystem, while continuing to evolve its systems in response to emerging risks and challenges.
