The move brings together Amazon's local specialists to work alongside Indian brands, sellers, and law enforcement agencies in tackling counterfeit networks and maintaining consumer trust in the country's rapidly growing e-commerce sector.

Strengthening marketplace integrity in India

The introduction of the CCU in India highlights Amazon's continued focus on safeguarding marketplace integrity while supporting both customers and sellers on amazon.in.

The unit will prioritise identifying and removing counterfeit listings, protecting intellectual property rights, and supporting coordinated enforcement actions against malicious actors. It will also deepen engagement with industry organisations and government stakeholders.

This initiative aligns with Amazon's broader long-term investment strategy in India, which includes a commitment to invest more than $35 billion across its businesses in the country by 2030.

Company statement on anti-counterfeit efforts

Speaking on the expansion, Kebharu Smith, Director of Amazon's Counterfeit Crimes Unit, said protecting customers and brands from fake goods is central to maintaining trust.

"Protecting customers and brands from counterfeit goods is fundamental to preserving trust in our store and protecting sellers," Smith said.

He added that Amazon's global anti-counterfeiting efforts have helped prevent millions of dollars in potential harm.

"With CCU expanding to India, we're bringing that same commitment and expertise to help protect customers, brands, and sellers on amazon.in. We're combining advanced technology, dedicated teams, and strong partnerships with brands and law enforcement to take the fight to bad actors on the ground in India. This helps create a safer marketplace for customers, sellers and brands," he said.

Technology and global brand protection measures

Amazon stated that it has invested heavily in brand protection measures worldwide, including machine learning-based detection systems, specialised investigative teams, and collaborative tools such as the Brand Registry programme.

The CCU will extend these global capabilities to sellers and brands operating on Amazon.in.

This initiative also supports Amazon's existing consumer protection efforts in India, including the #ScamSmartIndia campaign launched in partnership with the Indian Cybercrime Coordination Centre (I4C) to address online scams and fraud.

Track record of enforcement actions

Since its launch in 2020, Amazon said the CCU has initiated more than 200 civil actions against counterfeit operators. These efforts have led to over $180 million in court-ordered restitution and judgments awarded to brands and victims.