Amazon Enhances Counterfeit Crime Unit Operations in India
Amazon's Commitment to Combat Counterfeiting
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New Delhi, Aug 21: The American e-commerce and technology powerhouse, Amazon, is intensifying the efforts of its Counterfeit Crimes Unit (CCU) in India. This initiative aims to safeguard 1.7 million Indian sellers and consumers from counterfeit goods, as stated by CCU Director Kebharu Smith on Friday.
Smith mentioned that the CCU, which was established in June 2020, comprises a global team, including members based in India. The unit has taken action against over 32,000 counterfeiters worldwide through civil lawsuits and criminal referrals to law enforcement.
He emphasized the vastness of Amazon's seller network in India, noting that the platform collaborates with more than 1.7 million sellers, with a significant portion hailing from tier two and tier three cities.
“Our goal is to confront these counterfeiters head-on,” Smith remarked.
The expansion of the CCU's operations in India is designed to enhance on-ground efforts and foster closer collaboration with local law enforcement, he added.
Smith also revealed that there are ongoing investigations with the Central Bureau of Investigation (CBI) in India.
In 2025, Amazon reported that it assisted in identifying, seizing, and properly disposing of over 15 million counterfeit items globally. The company also executed more than 70 raids against counterfeit producers, suppliers, and distributors in partnership with others during that year.
Since its inception, the CCU has targeted over 32,000 counterfeiters, leading to legal actions that have resulted in substantial court-ordered restitution and the imprisonment of over 290 individuals.
Additionally, Amazon's inaugural global Trustworthy Shopping Experience Report, released in April, details the company's proactive measures, including seller verification, brand protection tools, and enforcement collaborations to combat counterfeiting.
According to Amazon, more than 15,000 employees are dedicated to protecting customers from scams, fraud, and abuse. The company also reported that it proactively blocked over 285 million suspected fake reviews worldwide in 2025.
As the festive shopping season in India approaches, Smith emphasized that maintaining customer trust and ensuring product authenticity are pivotal to Amazon's strategy. “We recognize that earning customer trust is challenging, while losing it can happen swiftly,” he stated.
Furthermore, Amazon noted that over 2.7 billion product units have been confirmed as authentic through its transparency program.