False Alarm: Amazon Did Not Cut Off Thousands of Vendors Last Week

More importantly, it pushed the vendor to sign up for Amazon’s Brand Registry enrollment, a program that lets brand owners and licensees submit proof that they are authorized sellers of a brand’s products, which then grants them protection from unauthorized sellers on Amazon. According to Juozas Kaziukenas, the CEO of retail data analytics firm Marketplace Pulse, Amazon is weeding out the vendors that are tainting the purchase experience for customers, compromising brand positioning and costing the company valuable resources to maintain, at lower profitability than if they were third-party sellers. Vendors enrolled in Brand Registry get access to Amazon’s new counterfeit measures, including the Project Zero initiative, which enables an automated brand protection system that searches for imitated logos and trademarks, and lets registered brands remove fake or unauthorized sellers on their own.

Source: digiday.com