Amazon is leaning heavily on artificial intelligence to clean up its marketplace, according to the company’s 2026 Trustworthy Shopping Experience Report, released on Wednesday. The retail giant revealed it blocked hundreds of millions of fake reviews in 2025 before they ever reached the site.
The company is also going after the people behind the scams. Amazon’s legal teams have targeted over 32,000 “bad actors” since 2020. In the last year alone, they seized more than 15 million counterfeit products worldwide to keep them out of the hands of shoppers.
To stop damaged goods from being delivered, Amazon has installed new imaging tunnels in its fulfillment centres. This technology, called Project PI, uses cameras and AI to scan items for cracks, dents, or expired dates as they move through the building. If the system finds a problem, the item is pulled from the line automatically.
“The challenges facing global retail today didn’t exist a decade ago. Neither did many of the solutions. As retail evolves, so must the infrastructure that protects it. We’re working to build that future—not alone, but alongside brands, law enforcement, regulators, and industry collaborators around the world. Together, we’re inventing new ways to detect threats before they emerge, dismantle criminal networks at their source, and empower consumers with knowledge that protects them everywhere they shop, ” said Vice President of Worldwide Customer and Partner Trust, Rohan Oommen.
It is also getting harder to open an Amazon seller account. Every single new seller is now required to pass a verification process that includes sharing government IDs and completing video calls. This is designed to stop scammers from setting up fake businesses to sell low-quality or counterfeit goods.
Amazon is taking its fight against fakes to India this year with a new team of investigators and lawyers. They will work with local police to find and shut down factories making counterfeit items.
Looking toward 2027, the company is preparing for a global shift to 2D barcodes. These new labels will help Amazon track individual products more closely to ensure everything sold is authentic.
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