Despite Amazon's best efforts so far, the retailer's online storefront is still filled with counterfeit or bogus products that are frequently accompanied by fake 5-star reviews. Earlier this month, the FTC brought the hammer down on one such merchant with a $12.8 million dollar fine, and today, Amazon announced a new initiative designed to fight counterfeit products. The company claims "Amazon Zero" allows brands to remove counterfeit listings themselves, rather than having to go through Amazon first. The counterfeits companies take down will then be fed into a machine-learning powered automated protection mechanism, which they say will "continuously scan our stores and proactively remove suspected counterfeits." Amazon is also introducing a product serialization service that can supposedly stop counterfeits that slip through, before they reach customers. Brands provide us with their logos, trademarks, and other key data about their brand, and we scan over 5 billion product listing updates every day, looking for suspected counterfeits. We've been testing these automated protections with a number of brands, and on average, our automated protections proactively stop 100 times more suspected counterfeit products as compared to what we reactively remove based on reports from brands... Project Zero is currently an invite-only experience, and we're working to add more brands quickly.