We recently released our Brand Protection report, which outlines our commitment to the authenticity of goods sold in our store and to holding bad actors accountable to protect your businesses and help you grow.

In 2023, we invested more than $1.2 billion and employed more than 15,000 people—including machine learning scientists, software developers, and expert investigators—dedicated to protecting customers, brands, sellers, and our store from counterfeit, fraud, and other forms of abuse.

The report outlines the progress we’ve made, including the following highlights:

• In 2023, we identified, seized, and appropriately disposed of more than 7 million counterfeit products worldwide, preventing them from harming customers or being resold elsewhere in the retail supply chain.
• Since its launch in 2020, Amazon’s Counterfeit Crimes Unit has pursued more than 21,000 bad actors through litigation and criminal referrals to law enforcement.
• Our proactive controls blocked more than 99% of suspected infringing listings before a brand ever had to find and report them.
• Since 2020, while the number of products available for sale in our store has continued to grow, we have seen more than 30% decrease in the total valid notices of infringement submitted by brands.

We remain committed to continued innovation and will not rest until we drive counterfeits to zero.

For more detailed updates on our strategic areas of focus and the progress we’ve made, go to Brand Protection report.

To report abusive customers or sellers, go to Report Abuse.

We've launched Amazon Brand Builder, a new tool that provides tailored recommendations to help grow your brand.

A strong brand builds trust, increases recognition, and creates memorable connections with customers, which can help increase sales.

When you use the Amazon Brand Builder, your brand will be placed in one of the following development stages:

• Launch Viable Selection
• Establish Brand Identity
• Grow Brand Awareness
• Build Brand Loyalty
• Strengthen Brand Recall

In this panel, you can also see the recommended actions that can help you advance to the next stage.

To access Amazon Brand Builder on Seller Central, go to Brands menu and then click Build Your Brand.

For more information about building your brand on Amazon, go to Build Your Brand.

The new Brand Building Metrics on the Build Your Brand page track and measure your brand-building efforts while providing actionable recommendations.

Four key metrics to measure your brand’s performance are now available:

• Branded Search Ratio
• Star Rating
• Brand Conversion Rate
• Repeat Customer Ratio

You'll see these metrics in graph form to help you understand and measure your progress on key brand-building objectives, and you can find the related programs and resources on the respective pages:

• Grow Your Brand Awareness
• Improve Your Consideration
• Increase Your Conversion Rate
• Build Your Brand Loyalty

Along with tracking these metrics, you'll also find recommendations for actions to improve them.

To view your metrics, go to Build Your Brand

To enroll in Brand benefits and gain access to metrics, go to Brand Benefit Eligibility

For more information, go to the Build Your Brand guide.