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Bloomberg has a story about how Amazon, frustrated by hundreds of millions of dollars in sales going to counterfeiters of branded products, is "getting serious" about the problem.

Amazon "has made fighting phonies a major goal for 2017, building teams in the U.S. and Europe to work with major brands on a registry to prevent fakes, according to a person familiar with the initiative, who was not authorized to speak about the matter and requested anonymity. Discussions with Major League Baseball and the National Football League about selling merchandise on Amazon hit a standstill earlier this year due to concerns about Amazon's lack of control over fakes, the person said."

The story goes on: "The new Amazon teams will encourage brands -- even those that don't sell on Amazon -- to register with the online store, the person said. Once registered, Amazon requires any marketplace merchants listing those products to prove that they have the brand's permission to sell them online. Amazon began experimenting with the registry earlier this year with Nike and other companies. The bigger push in 2017 will target thousands of large companies, including those that have been reluctant to sell on Amazon because of knock-offs."

“Amazon has zero tolerance for the sale of counterfeit items on our site," Amazon says in a statement.
KC's View:
I've felt for a long time that this is something for which Amazon has to take responsibility. It is a time suck for vendors to have to track it, Amazon traditionally has not been very responsive about dealing with complaints, it was costing vendors a ton of money in terms of potential sales, and it was costing Amazon in terms of credibility.

I'd suggest that the time to get serious was a long time ago. But better late than never.