Amazon is apparently the world's most valuable brand, and is
one that plays an increasingly important role in our lives.
Although most of us know it as an online retailer, a recent BBC
documentary describes it as being every bit as much a data-company,
one that knows more about us than we know ourselves.
We've
reported on how Amazon is under considerable pressure to deal
with the fact that counterfeit goods can be and are sold on its
online platform. Previously, Amazon sought to deal with the issue
of counterfeiting with the introduction of its Project Zero,
described as a "self-service takedown tool" for brand
owners. Project Zero encompasses brand owners providing Amazon with
their logo and trade mark data, the brand owner removing
counterfeit listings, and a "product serialisation
service", where brand owners create unique codes for every
product that they manufacture, therefore enabling Amazon to scan
and confirm the authenticity of any product acquired via
