Amazon thinks AI will help solve its counterfeits problem

Brendan Witcher, vice president at research firm Forrester, sees the project as a positive step to protect brands and tackle the issue of counterfeiting. "This is in no way going to create more burden on the side of brands. This essentially helps them quite a bit," he said. "While there was some work that Amazon was doing up to this point, brands had to keep a close eye on what was going on with the website." Amazon has been testing the new project with several brands, including Vera Bradley, Thunderworks and ChomChom Roller, and says its systems on average detect 100 times more suspected fakes than its previous process of relying on what brands report to the company. In its annual report released earlier this month, Amazon included a warning about counterfeit products.