“We’ve been testing these automated protections with a number of brands, and on average, our automated protections proactively stop 100 times more suspected counterfeit products as compared to what we reactively remove based on reports from brands.”

What’s scary is the implicit quantity of counterfit products quoted here.

Seems really cool. Serialization is the answer: manufacturer sends exact serial numbers electronically before shipping merchandise. Serial numbers are scanned with barcode readers on entry to fulfillment center and as they are picked/packed for delivery. There should be zero chance of co-mingling if done properly.

Amazon does do this - it's called Amazon Transparency. https://brandservices.amazon.com/transparency

Given the incredible disregard for correct usage of GTINs by Amazon on Amazon.com I've seen in the past, I'm very surprised that this exists.

Wow that is an extremely unfortunate name, it almost seems like they’re maliciously trying to ride the positive and successful associations of the existing Project Zero.

I'm going to guess that many, like myself, have no idea what the existing Project Zero is, and I would venture a guess the people that named this were in the same boat.

I'd even surmise that it's not a particularly unique or interesting name.