NEW DELHI: Amazon today released its first Trustworthy Shopping Experience Report, a comprehensive account of how it protects customers, selling partners, and brands across its global store. The report brings together, for the first time, Amazon’s work across anti-counterfeiting, product safety, scam prevention, trustworthy reviews, and organized retail crime—offering a broader view of the systems, technology, and partnerships it uses to help keep its store safe and trustworthy.
Rohan Oommen, Vice President of Worldwide Customer and Partner Trust, said, “Our goal is to protect the store for customers, brands, and sellers alike. But we understand policies designed to protect customers can sometimes create friction for sellers trying to grow their business. That’s why we’ve invested in tools such as Amazon’s Account Health Dashboard, which gives sellers transparency and control into their adherence to policies, performance targets, and more. Ensuring that legitimate selling partners can thrive on Amazon is central to our mission, and this report reflects that commitment.”
Amazon’s approach is built on four interconnected pillars: 1) proactive controls that stop issues before they reach customers, 2) powerful tools that anticipate risks, 3) holding bad actors accountable, and 4) protecting and educating consumers. Below are a few highlights illustrating each pillar in action:
1. Stopping problems before they reach customers: Amazon makes it straightforward for legitimate businesses to set up a selling account, but bad actors attempting to misrepresent themselves encounter intentional friction at every step. All new sellers are required to complete Amazon’s verification process before they are allowed to sell in the store. Activity is continuously monitored throughout a seller’s journey, with automated technology and artificial intelligence (AI) scanning billions of attempted changes to product detail pages daily for signs of potential abuse. Multimodal systems also analyze billions of signals simultaneously—including text, images, seller behavior, and supply chain patterns—to help identify potential abuse before it reaches customers.
Amazon has also launched a direct product validation program to work directly with accredited safety laboratories to verify product compliance in its store. It has deployed Omniscan—an advanced machine learning system that verifies the readability and language of essential safety details at scale before products are listed—across its global fulfillment network in the U.S., Canada, UK, Türkiye, Saudi Arabia, and Europe. The system generated image sets for more than 12 million products.
To protect the integrity of customer reviews, Amazon’s systems analyze thousands of data points across billions of reviews before they appear in the store, drawing on review data dating back to 1995 to detect fake or abusive content. In 2025, the company proactively blocked hundreds of millions of suspected fake reviews.
2. Anticipating risks before they emerge: Amazon has developed an early warning system that can detect emerging threats to new brands and products before they reach its catalog. By integrating real-time signals from social media and other retailers, it can anticipate potential infringement in some cases even before brands share their intellectual property (IP). In 2025, Amazon teams anticipated a bad actor attack on a viral new branded product trending on social media, blocking infringing listings eight days before the brand owner shared their IP.
This same anticipatory approach extends to scam prevention. Amazon also launched SENTRIX last year, an AI technology that enhances its ability to identify and remove malicious websites. Through SENTRIX’s automated detection capabilities, potential phishing websites are detected, contributing to a more than 10% increase in successful phishing URL takedowns.
3. Holding bad actors accountable: Amazon pursues bad actors across multiple dimensions of illegal activity, including global scam prevention, organized retail crime, cybercrime, counterfeit enforcement, and return and refund fraud. Since its launch in 2020, Amazon’s Counterfeit Crimes Unit has pursued more than 32,000 bad actors through litigation and criminal referrals across 14 countries. In 2025, Amazon identified, seized, and appropriately disposed of more than 15 million counterfeit products worldwide, while its legal actions led to the shutdown of more than 100 websites attempting to facilitate fake reviews and scams. The company is also a member of 10 organized retail crime task forces led by attorneys general across the United States.
Amazon also works across borders. Its collaboration with Chinese law enforcement and brands led to more than 70 successful local raid actions against manufacturers, suppliers, and distributors of counterfeit products. These actions resulted in criminal convictions including fines and prison sentences.
4. Protecting and empowering consumers: In 2025, Amazon directly contacted millions of customers with product safety information regarding the products they purchased, and partnered with 34 consumer organizations to deliver safety information on 71 key topics across seven countries. Amazon’s “Your Recalls and Product Safety Alerts” page ensures that when a government announces a recall, every affected customer receives a personalized notification linking directly to details about the hazard and their options for refunds, returns, or repairs. These efforts extend beyond Amazon’s store through collaboration with government, safety organizations, and advocacy groups worldwide—ensuring every consumer has access to the knowledge and tools they need to shop confidently and safely.
The systems described in the report are evolving every day, building upon decades of learnings, billions of data points, and a consistent flow of feedback. Creating a trustworthy shopping experience is an ongoing journey, and the report offers Amazon’s most transparent account yet of the progress it has made, the challenges that remain, and the commitment that continues to drive this work forward.
The report also follows close on the heels of Amazon’s recent announcement of the expansion of its Counterfeit Crimes Unit to India, bringing dedicated local expertise closer to the ground in one of the world’s fastest-growing e-commerce destinations. The move will help Amazon work more closely with Indian brands, sellers, and law enforcement agencies to detect counterfeit activity faster, protect intellectual property, and support stronger enforcement action where required – reinforcing the company’s broader commitment to customers in India.
Read the full Trustworthy Shopping Experience Report here: https://trustworthyshopping.aboutamazon.com/2025-trustworthy-shopping-experience-report