CNBC reported in 2016 that Amazon had been facing a counterfeiting problem following the e-commerce giant's effort to openly court Chinese manufacturers. Critics said Amazon hadn't put the necessary checks in place to manage the influx of counterfeits.
In an email to CNBC, an Amazon spokesperson said the company invests "tremendous resources" into systems that protect customers from inauthentic goods.
"We quickly investigate reports of suspected infringement and we hold bad actors accountable. Our efforts are even more effective when brands work collaboratively with us, which happens every day," said the spokesperson, who added that the company "welcomed the opportunity to work with Swatch" in its Brand Registry. That initiative aims to reduce intellectual property violations, and more than 40,000 brands are registered under this scheme, according to the company.
"Brands in Brand Registry, on average, report 99% fewer suspected infringements compared with before the launch of Brand Registry, and Amazon took action on 93% of all notices of potential infringement received from Brand Registry within four hours," the spokesperson said.
Amazon's anti-counterfeiting policy, as stated on its website, maintains that the "sale of counterfeit products is strictly prohibited" and the "failure to abide by this policy may result in loss of selling privileges, funds being withheld, and destruction of inventory in our possession."
"We stand behind the products sold on our site with our A-to-z Guarantee, and we encourage rights owners who have product authenticity concerns to notify us. We will promptly investigate and take all appropriate actions to protect customers, sellers, and rights holders," the company says on its website.