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.

Amazon is letting brands tackle the site's counterfeit problem. The e-commerce giant on Thursday debuted'Project Zero,' an initiative aimed at eliminating the spread of counterfeit items on Amazon. As part of Project Zero, brands will be able to remove counterfeit listings from the site without Amazon's help. Amazon is letting brands take its counterfeit problem into their own hands. The firm debuted'Project Zero,' an initiative aimed at eliminating the spread of counterfeit items on Amazon Amazon has announced new steps to combat fake listings on the site.