Amazon announced the anti-counterfeit program called Project Zero on Thursday.
Amazon AMZN, +1.95% , which has wrestled with counterfeit products on its site for years, has developed a fleet of tools that allow sellers to remove items from Amazon.com themselves and to prevent fake goods from making it to the site at all.
In addition, the company has created unique serial codes that can be placed on products during the manufacturing process, which can then be monitored by Amazon on its site.
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