Amazon Detected More Than 15 Million Counterfeit Products in 2025

Amazon has published its first “Trustworthy Shopping Experience Report.” The report shares details on how the company protects customers, brands, and selling partners across its global store. According to the report, more than 15 million counterfeit products were detected worldwide in 2025.

For the past five years, Amazon had been publishing its annual Brand Protection Report. This report examined in detail how the company combats counterfeit products, protects intellectual property, and safeguards the brands selling on its platform. However, the fact that bad actors are constantly evolving their tactics, criminal networks are operating across borders, and the threats facing retail extend far beyond counterfeit products led the company to take new measures.

At the same time, advances in artificial intelligence made it possible to analyze billions of signals simultaneously and detect threats before they ever reached customers. For this reason, the “Trustworthy Shopping Experience Report” was published.

In its statement on the matter, Amazon said: “The report provides a comprehensive look at how we work to protect customers, selling partners, and brands across our global store. The report expands our commitment to trust and safety; while continuing to cover brand protection and anti-counterfeiting, it now also includes organized retail crime, product safety, scam prevention, and trustworthy reviews.”

Amazon Pursued More Than 32,000 Bad Actors

According to the report, Amazon’s Counterfeit Crimes Unit pursued more than 32,000 bad actors across 14 countries through litigation and criminal referrals to law enforcement. In 2025, more than 15 million counterfeit products were detected worldwide. These products were seized and appropriately disposed of. In addition, more than 100 websites attempting to facilitate fake reviews and scams targeting the Amazon store were shut down through legal action. Amazon is also a member of 10 organized retail crime task forces led by attorneys general across the United States.

Amazon stated: “Our goal is to protect the store equally for customers, brands, and sellers. However, we understand that policies designed to protect customers can sometimes create friction for sellers trying to grow their business. For this reason, we have invested in tools such as Amazon’s Account Health Dashboard, which provides sellers with transparency and control regarding their compliance with 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.”

The AI Systems Amazon Used to Protect the Shopping Experience

Amazon’s Trustworthy Shopping Experience Report provides a comprehensive look at how we work to protect customers, selling partners, and brands across our global store. The report expands our commitment to trust and safety; while continuing to cover brand protection and anti-counterfeiting, it now also includes organized retail crime, product safety, scam prevention, and trustworthy reviews. The systems described in the report are evolving every day, built on decades of learnings, billions of data points, and a continuous flow of feedback.

Some of the important data included in the report are as follows:

• Omniscan, an advanced machine learning system that verifies the readability and language of essential safety information at scale before products are listed, was deployed across Amazon’s global fulfillment network in the United States, Canada, the United Kingdom, Türkiye, Saudi Arabia, and Europe. The system generated image sets for more than 12 million products.
• In 2025, hundreds of millions of suspected fake reviews that could have appeared on Amazon were proactively blocked.
• A bad actor attack targeting a viral new branded product trending on social media was anticipated in advance, and infringing listings were blocked a full eight days before the brand owner shared the intellectual property with Amazon.
• AI technology SENTRIX, which improves the ability to identify and remove malicious websites even faster, was launched in 2025. Thanks to SENTRIX’s proactive controls, successful phishing URL takedown rates increased by more than 10 percent.
• Amazon’s collaboration with Chinese law enforcement and brands resulted in more than 70 successful local raids against counterfeit product manufacturers, suppliers, and distributors. These operations led to criminal convictions, including fines and prison sentences.