Amazon is trialling artificial intelligence (AI) tools in an attempt to drive down counterfeits goods across its online marketplace.

The e-commerce giant announced that the Project Zero programme will use a range of technological tools, including automated scanning and machine learning systems, to offer brands and traders the option to report and remove fake listings of their products.

Previous trials have flagged fake and counterfeit goods 100 times more than traditional reporting systems.

The next trial will test the new technology with a limited pool of brands on an invite only basis, before a wider roll-out across Amazon’s marketplace.

Brands invited to participate in Project Zero provide Amazon with logos, trademarks and other key data about their brand, and the AI-driven technology scans over five billion product listing updates every day, looking for suspected counterfeits.

Amazon said in a statement: “Our aim is that customers always receive authentic goods when shopping on Amazon. Project Zero... allows brands to work with us to leverage our combined strengths to move quickly and at scale to drive counterfeits to zero.”

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