Amazon, which has wrestled with counterfeit products on its site for years, has developed a fleet of tools that allow sellers to remove items from Amazon.com themselves and to prevent fake goods from making it to the site at all.

“Our aim is that customers always receive authentic goods when shopping on Amazon. Project Zero builds on our long-standing work and investments in this area,” Amazon said of the new effort.

“It allows brands to work with us to leverage our combined strengths to move quickly and at scale to drive counterfeits to zero.”

To speed the removal process, Amazon said that it’s now allowing some companies to remove those goods themselves, rather than reporting fake goods that had been removed previously only after an investigation by Amazon.

“Powered by Amazon’s machine learning expertise, automated protections continuously scan our stores and proactively remove suspected counterfeits,” the company said in a blog post.

“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.”

In addition, the company has created unique serial codes that can be placed on products during the manufacturing process, which can then be monitored by Amazon on its site.

Amazon has also been testing automated technology that it said can prevent 100 times the number of counterfeit products on its site by scanning logos, trademarks and other key data. The company said it’s now scanning more than 5 billion products daily for tell-tail signs of counterfeiting.

“Our aim is that customers always receive authentic goods when shopping on Amazon,” said Amazon’s Dharmesh Mehta.

Highlights from Amazon:

Self-service counterfeit removal tool

This tool provides brands with the ability to remove counterfeit listings themselves. Previously, brands would need to report a counterfeit to Amazon, and we would then investigate these reports and take action. With Project Zero, brands no longer need to contact us to remove a counterfeit listing. Instead, they can do so, quickly and easily, using our new self-service tool. This provides brands with an unprecedented ability to directly control and remove listings from our store. This information also feeds into our automated protections so we can better catch potential counterfeit listings proactively in the future.

Product serialization

Product serialization is a service that allows us to individually scan and confirm the authenticity of every one of a brand’s products that are purchased in Amazon’s stores. The product serialization service provides a unique code for every unit that is manufactured, and the brand puts these codes on its products as part of its manufacturing process. Every time a product using our serialization service is ordered in Amazon’s stores, we scan and verify the authenticity of the purchase. With this product serialization service, we can now detect and stop counterfeiting for every product unit before it reaches a customer.

Read more about the initiative online.