____uses the power of Amazon technology combined with brand insights to detect and help reduce counterfeits.

Project Zero utilizes Amazon's advanced technology, including automated protections and machine learning, to proactively identify and remove counterfeit products. It also empowers brands with a self-service counterfeit removal tool, allowing them to directly take down listings of infringing products. This combination of Amazon's detection capabilities and brand insights makes it highly effective in the fight against counterfeits. Amazon Brand Registry, while crucial for protecting intellectual property and providing access to brand-building tools, primarily focuses on giving brands more control over their product listings and reporting potential infringements, rather than directly detecting and removing counterfeits at the scale of Project Zero.