How Amazon will stop sale of fake products in India
22 Apr 2026

E-commerce giant Amazon is intensifying its efforts to fight against the sale of counterfeit products in India.

The firm has announced the expansion of its Counterfeit Crimes Unit (CCU) to the country.

The unit will work closely with brands, sellers, and authorities to prevent the listing and sale of fake goods.

Protecting Indian consumers from counterfeit products
Operational focus

Kebaru Smith, Director and Associate General Counsel at Amazon's CCU, said India is a key market with a fast-growing e-commerce sector.

He stressed the need to protect Indian consumers from counterfeit products.

Smith also revealed that almost half of Amazon's nearly 1.7 million sellers in India are micro, small, and medium-sized enterprises (MSMEs), many of which are based in tier-2 and tier-3 markets.

Legal actions against bad actors
Global reach

Since its inception in 2020, the CCU has taken legal action against over 32,000 bad actors across 14 countries.

In 2025 alone, Amazon's legal actions led to the shutdown of more than 100 websites facilitating fake reviews and scams.

Smith emphasized that as they bring the CCU model to Indian consumers, they expect success in partnership with CBI and other law enforcement agencies through civil suits against these offenders.

Use of AI and automated technology
Tech intervention

Amazon is also using artificial intelligence (AI) and automated technology to fight against fake products.

Smith said the company conducts billions of scans every day to remove fake reviews and identify counterfeits.

He added that they are using a combination of technology, human engagement, investigator reviews, and aggressive enforcement against bad actors in partnership with law enforcement agencies and brands to protect consumers.