The Counterfeit Crimes Unit (CCU) at Amazon works to protect both shoppers and sellers from counterfeiters. CCU works with brands, law enforcement, and customers across the globe to make sure shoppers are protected from people trying to sell counterfeit goods. “Amazon has zero tolerance for counterfeit products in our store,” said Kebharu Smith, director of Amazon's Counterfeit Crimes Unit. “Customers deserve to shop with confidence.” The unit was started in June 2020 and is made up of machine learning scientists, software developers, and expert investigators. The team works closely with brands selling on Amazon, and when a brand reports counterfeit items, Amazon’s retail experts refer new cases to CCU. “It impacts economies,” Smith said. “It impacts innovators. It impacts employment of individuals who work within these corporations that design these goods.” Amazon identified, seized and properly disposed of more than 6 million counterfeit items worldwide last year, preventing them from reaching customers and being sold elsewhere. When brands enrolled in the brand registry, they receive automated protection to find infringements across the store. CCU’s efforts are working. While Amazon’s selection of products increased last year, valid notices of infringement decreased significantly. In 2022, CCU sued or referred for investigation more than 1,000 criminals. “Let me be clear,” Smith said. “We will not stop until we drive counterfeits to zero.” To learn more about CCU, visit aboutamazon.com. Sponsored by Amazon. -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- KING 5's New Day Northwest is Western Washington's only local daytime talk show. Watch it weekdays at 11 a.m. PST on KING 5 TV and streaming live on http://www.king5.com. #newdaynw 🢒 Follow New Day Northwest! 🢐 FACEBOOK 🢒 https://www.facebook.com/newdaynw TWITTER 🢒 https://twitter.com/newdaynw INSTAGRAM 🢒 https://www.instagram.com/newdaynw