More than a decade after its entry into the Indian market, e-commerce giant Amazon is escalating its fight against counterfeit products by establishing a dedicated Counterfeit Crimes Unit (CCU) within the country. This strategic move signifies a shift from predominantly automated and behind-the-scenes efforts to direct, on-the-ground enforcement.
Boots on the Ground: The India CCU
Earlier this year, Amazon set up a three-member CCU team in New Delhi, comprising a senior corporate counsel and two risk managers. This unit will work in close coordination with crucial Indian agencies such as the Central Bureau of Investigation (CBI) and Indian Customs, as well as directly with brands, to pursue counterfeiters through both civil and criminal enforcement actions.
Kebharu Smith, Global Director of Amazon’s Counterfeit Crimes Unit, highlighted India's growing importance not just as a consumer market but also as a significant manufacturing and export hub. This expansion is crucial to ensure the integrity of products originating from and sold within India, safeguarding against bad actors attempting to fabricate and distribute fakes.
Global Fight Against Fakes
The global Counterfeit Crimes Unit was initially established in June 2020. Smith, a former prosecutor with extensive experience in intellectual property infringement cases at the US Department of Justice, has overseen its operations. Even prior to the dedicated India team, Amazon had ongoing investigations in the country.
The CCU's global playbook extends far beyond merely removing suspicious listings. It has pursued over 32,000 alleged counterfeiters through civil and criminal actions, leading to more than 290 arrests and jail sentences. In 2025 alone, Amazon successfully identified, seized, or disposed of over 15 million counterfeit products worldwide.
Amazon's initial line of defense against counterfeits heavily relies on artificial intelligence and automated detection systems. These systems scan billions of listings daily, enabling the removal of more than 99% of counterfeit product listings before brands even need to file an infringement notice. Further layers of protection include rigorous seller verification processes and product-level authentication tools, which have been used to authenticate over 2.7 billion products from more than 80,000 participating brands globally.
Unique Challenges and Local Focus
The challenge in India is particularly complex due to its highly fragmented seller ecosystem, which includes thousands of small and local businesses. Amazon emphasizes that its enforcement efforts are designed not to inadvertently harm these legitimate sellers, especially local, women-owned, and MSME (Micro, Small, and Medium Enterprises) brands, including those operating in smaller cities.
The India CCU team plans to collaborate with law enforcement and brands not only in major metropolitan areas like Delhi and Mumbai but also across Tier-II and Tier-III markets, ensuring a broad reach. This proactive approach, particularly as India's festive shopping season approaches, is vital. During periods of high transaction volumes, the distinction between legitimate discounts and suspiciously cheap, potentially counterfeit products can become harder for consumers to discern. The success of this new unit will hinge on strong collaboration between e-commerce platforms, law enforcement, and brands to effectively combat these illicit activities.