E-commerce giant Amazon has released its first-ever Trustworthy Shopping Experience Report, detailing a massive global crackdown on counterfeiters, scammers, and organized retail crime. The report highlights a banner year for the company’s security infrastructure, revealing that in 2025 alone, Amazon identified, seized, and disposed of more than 15 million counterfeit products. This aggressive enforcement is part of a broader strategy built on four pillars: proactive controls, advanced risk detection, legal accountability, and cross-industry collaboration.
A significant portion of Amazon’s success is attributed to its Counterfeit Crimes Unit, which has pursued over 32,000 bad actors through lawsuits and criminal referrals across 14 countries since 2020. The company’s sophisticated use of artificial intelligence has proven to be a game-changer; in one notable instance, AI systems blocked counterfeit listings for a viral product a full eight days before the brand owner even reported the issue. To further secure the platform, Amazon now requires all new sellers to undergo a rigorous verification process before they are permitted to list products.
Beyond physical goods, Amazon is taking a hard line against digital fraud. In 2025, the company successfully shut down more than 100 websites linked to review scams and took legal action that forced over 40 fake review brokers to cease operations. Phishing URL takedowns also saw a 10% increase, while millions of impersonation scam calls were intercepted. To maintain this level of integrity, Amazon’s teams analyze a staggering 90 million customer interactions every week, ranging from reviews to customer service contacts, to identify emerging threats in real-time.
The report also underscores Amazon’s commitment to brand protection and seller growth. Through its Transparency program, more than 2.7 billion product units have been verified as genuine across 90,000 brands. Additionally, the Intellectual Property Accelerator has assisted 33,000 brands in securing trademarks internationally. Rohan Oommen, Vice President of Worldwide Customer and Partner Trust, stated that the company remains focused on protecting all stakeholders while providing sellers with tools like the Account Health Dashboard to monitor compliance. This comprehensive investment in technology and enforcement aims to ensure that Amazon remains a reliable environment for customers and legitimate brands alike.
