{"id":3671416,"date":"2026-04-22T00:01:25","date_gmt":"2026-04-22T04:01:25","guid":{"rendered":"https:\/\/www.pymnts.com\/?p=3671416"},"modified":"2026-04-21T19:08:42","modified_gmt":"2026-04-21T23:08:42","slug":"amazon-recasts-marketplace-fraud-as-a-broader-trust-problem","status":"publish","type":"post","link":"https:\/\/www.pymnts.com\/amazon\/2026\/amazon-recasts-marketplace-fraud-as-a-broader-trust-problem\/","title":{"rendered":"Amazon Recasts Marketplace Fraud as a Broader Trust Problem"},"content":{"rendered":"<p><a href=\"https:\/\/www.amazon.com\/\">Amazon<\/a> is making a broader argument about fraud in online commerce. The threat is no longer limited to fake handbags, copycat electronics and trademark abuse. It now stretches across scams, fake reviews, product safety, organized retail crime and seller manipulation.<\/p><div\r\n\tid=\"article-paywall-overlay\"\r\n\tclass=\"d-none\"\r\n>\r\n\t<div id=\"article-paywall-content\" class=\"my-4\">\r\n\t\t\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f2699550-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"2699550\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/wp-json\/wp\/v2\/posts\/3671416#wpcf7-f2699550-o1\" method=\"post\" class=\"wpcf7-form init pymnts-article-paywall-form\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"2699550\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.5\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" 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Today.<\/span>\n\t\t\t\t<\/p>\n\t\t\t\t<p class=\"small lh-base\" style=\"font-size:.9rem;\">By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our <a class=\"fw-bold\" href=\"https:\/\/pymnts-com-develop.go-vip.net\/privacy-policy\/\">Privacy Policy<\/a> and <a class=\"fw-bold\" href=\"https:\/\/pymnts-com-develop.go-vip.net\/terms-conditions\/\">Terms and Conditions<\/a>.\n\t\t\t\t<\/p>\n\t\t\t\t<p><input id='hiddenPath' type='hidden' name='path' value='' \/><input type='hidden' name='userDeviceId' id='userDeviceId' \/><input type='hidden' name='pageTitle' id='pageTitle' \/>\n\t\t\t\t<\/p>\n\t\t\t<\/div>\n\t\t\t<div class=\"col-12\">\n\t\t\t\t<div id='formButtonRow' class='container mt-1 px-0'>\n\t\t\t\t\t<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner btn btn-dark text-uppercase py-2 px-5 small\" id=\"theSubmitButton\" type=\"submit\" value=\"Submit\" \/>\n\t\t\t\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><input type=\"hidden\" name=\"post_id\" value=\"3671416\" \/><input type=\"hidden\" name=\"source\" value=\"https:\/\/www.pymnts.com\/amazon\/2026\/amazon-recasts-marketplace-fraud-as-a-broader-trust-problem\/\" \/><p style=\"display: none !important;\" class=\"akismet-fields-container\" data-prefix=\"_wpcf7_ak_\"><label>&#916;<textarea name=\"_wpcf7_ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label><input type=\"hidden\" id=\"ak_js_1\" name=\"_wpcf7_ak_js\" value=\"172\"\/><script>document.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );<\/script><\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n\r\n\t<\/div>\r\n<\/div>\r\n<div id=\"article-paywall-hidden-content\">\r\n\t\n<p>In its first\u00a0<a href=\"https:\/\/trustworthyshopping.aboutamazon.com\/\">\u201cTrustworthy Shopping Experience\u201d report,<\/a> Amazon said it is using artificial intelligence (AI), tighter seller checks and wider enforcement efforts to stop many of those threats before they reach shoppers or merchants.<\/p>\n<p>The report marks a shift from Amazon\u2019s earlier brand protection reports, which focused largely on counterfeits and intellectual property. The new version keeps those themes but widens the frame to include what Amazon describes as four connected priorities: proactive controls, tools that anticipate risk, action against fraudsters and consumer education.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/claire-o-donnell-602649b\/\">Claire O\u2019Donnell<\/a>, Amazon\u2019s vice president of selling partner trust and store integrity, said that broader framing better reflects how the company already thinks about the problem.<\/p>\n<p>\u201cThe approach we\u2019ve taken to the report this year for the first time is this much broader look at our trust and safety efforts,\u201d O\u2019Donnell told PYMNTS. \u201cA key cornerstone \u2026 is how do we get more proactive\u201d so Amazon can identify issues with sellers or products ahead of time and keep them from reaching customers.<\/p>\n<p>That push starts before many sellers even begin operating on the platform. Amazon said all new sellers must complete a verification process designed to make it easier for legitimate businesses to join while making it harder for fraudsters to get in. The company said it checks identity, business links and payment flows, then continues monitoring sellers over time.<\/p><div id=\"pymnt-2854809512\" class=\"pymnt-content pymnt-entity-placement\" style=\"margin-top: 50px;\"><p style=\"text-align:center\">Advertisement: Scroll to Continue<\/p><script async type=\"text\/javascript\" id=\"dianomi_context_script\" src=\"https:\/\/www.dianomi.com\/js\/contextfeed.js\"><\/script> \r\n<div class=\"dianomi_context\" data-dianomi-context-id=\"4329\"><\/div><\/div>\n<p>O\u2019Donnell said the goal is to add protection without burdening honest merchants.<\/p>\n<p>\u201cOur goal is those verifications are seamless for legitimate selling partners, but they\u2019re very difficult for bad actors to game,\u201d she said. \u201cAre you a real person? Are you connected to a real business? Does the money flow to that real business?\u201d<\/p>\n<h2>AI Comes to the Rescue<\/h2>\n<p>AI is playing a larger role in that effort. Amazon said its systems scan billions of attempted product page changes each day, while multimodal tools analyze text, images, seller behavior and supply chain patterns for signs of abuse. The company also said its Omniscan machine learning system has generated image sets for more than 12 million products to help verify required safety information before listings go live in several markets.<\/p>\n<p>The company is also emphasizing prediction, not just detection. Amazon said an early warning system that pulls in signals from social media and other retailers helped it block infringing listings tied to a viral branded product eight days before the brand owner had even shared its intellectual property with Amazon. The report also pointed to <a href=\"https:\/\/trustworthyshopping.aboutamazon.com\/how-amazons-ai-innovation-helps-protect-customers-from-phishing-scams\">SENTRIX<\/a>, an AI system that Amazon said has improved its ability to identify and remove phishing sites, helping lift successful takedowns of phishing URLs by more than 10%.<\/p>\n<p>For O\u2019Donnell, the message is that these threats increasingly overlap.<\/p>\n<p>\u201cI think that\u2019s exactly right,\u201d she said when asked whether trust and safety now looks more like one connected problem than a series of separate ones. \u201cWe\u2019re just sharing more of that interconnected trust and safety strategy externally.\u201d<\/p>\n<p>Amazon used the report to underscore the scale of its enforcement work. It said its Counterfeit Crimes Unit has pursued more than 32,000 fraudsters through lawsuits and criminal referrals since 2020 across 14 countries. In 2025 alone, the company said it identified and disposed of more than 15 million counterfeit products worldwide. It also said legal action helped shut down more than 100 websites tied to fake reviews and scams targeting the Amazon store, while its systems blocked hundreds of millions of suspected fake reviews before they appeared online.<\/p>\n<h2>Connecting With Customers<\/h2>\n<p>Amazon is also trying to show that trust extends beyond the transaction itself. The company said it directly contacted millions of customers in 2025 with product safety information and worked with 34 consumer organizations on 71 safety topics across seven countries. Its recalls and safety alerts page is designed to notify affected customers when governments announce recalls and direct them to refund, return or repair options.<\/p>\n<p>Still, O\u2019Donnell said the hardest challenge may be one that no platform can solve alone.<\/p>\n<p>\u201cIt\u2019s really organized retail crime,\u201d she said. \u201cIt\u2019s a coordinated criminal enterprise.\u201d<\/p>\n<p>She said retailers, brands and law enforcement will need to work together to stop networks that target supply chains, logistics systems and digital storefronts at scale.<\/p>\n<p>That may be the central point of Amazon\u2019s new report. Marketplace fraud is no longer just a counterfeit problem or a seller problem. It is a broader trust problem, and one that large platforms increasingly believe must be tackled before customers ever see the threat.<\/p>\n\r\n<\/div>\r\n<script>\r\n\twindow.pymntsAllowedArticleCount = 2;\r\n\twindow.pymntsPostID = 3671416;\r\n<\/script>","protected":false},"excerpt":{"rendered":"<p>Amazon is making a broader argument about fraud in online commerce. The threat is no longer limited to fake handbags, copycat electronics and trademark abuse. It now stretches across scams, fake reviews, product safety, organized retail crime and seller manipulation. Get the Full Story Complete the form to unlock this article and enjoy unlimited free [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3671470,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10399],"tags":[4156,19817,4152,13328,5845,9206,133069,9621],"class_list":["post-3671416","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon","tag-amazon","tag-digital-transformation","tag-ecommerce","tag-featured-news","tag-fraud-prevention","tag-news","tag-pymnts-news","tag-retail"],"acf":{"suggested_titles":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amazon Recasts Marketplace Fraud as a Broader Trust Problem<\/title>\n<meta name=\"description\" content=\"Amazon\u2019s Claire O\u2019Donnell tells PYMNTS that the company\u2019s fraud strategy is becoming more predictive as the company widens its focus.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pymnts.com\/amazon\/2026\/amazon-recasts-marketplace-fraud-as-a-broader-trust-problem\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon Recasts Marketplace Fraud as a Broader Trust Problem | PYMNTS.com\" \/>\n<meta property=\"og:description\" content=\"Amazon is making a broader argument about fraud in online commerce. 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