Report a Violation asks Amazon to judge your evidence. Project Zero skips the judgement step: enrolled brands search for counterfeit listings and remove them immediately, themselves, from inside Brand Registry. Every removal also feeds Amazon's automated protections, which learn from what rights owners remove and block similar listings proactively. The tool is free, and enrollment includes a short training of about ten minutes.
That speed cuts both ways. A takedown that used to take days of review now happens at the speed of your own certainty, and Amazon is explicit that the tool is only for counterfeit listings, not for MAP breakers, unauthorized resellers you dislike, or grey market goods that are genuine. The distinction between counterfeit and merely unwanted is the entire discipline of the program.
Amazon publishes the entry conditions. You need a Brand Registry account where you are the rights owner of a registered trademark; a pending application is not enough. You need to have used Report a Violation within the last six months with at least a 90% acceptance rate on those reports. And Amazon reviews your wider history of using Brand Registry tools in line with policy before inviting or approving enrollment; meeting the printed numbers does not guarantee entry.
Read that as a designed apprenticeship. The six months of reports are Amazon measuring whether your judgement about what counts as counterfeit matches theirs, before they let you act on that judgement unsupervised. Brands should run their reporting program as if it were an audition, because it is: clean evidence, trademark based claims only, no creative stretching of reports to hit resellers.
The retention rule is the sharpest number in Amazon brand protection: brands must maintain an accuracy rate of at least 99% in their Project Zero removals to keep access. One wrongful removal in a hundred is the entire error budget. That math dictates internal process: removals get a second pair of eyes, new team members train on Report a Violation before they touch Project Zero, and anything short of certain waits for a test buy to settle it.
Used that way, the program rewards exactly the brands it was built for and quietly expels the trigger happy. Your removal log is a permanent record Amazon reads. Treat every press of the button as a filing you may have to defend, document the listing and the authentication basis before you remove, and Project Zero stays what it should be: the fastest enforcement instrument a brand can hold.
If this topic is useful, these earlier guides go deeper on connected questions: MAP Violations: Amazon Will Not Enforce Your Policy, So Your Evidence Has to, Brand Registry Starts With a Trademark, Not a Complaint, and Test Buys That Hold Up: Documenting a Counterfeit Before the Takedown Notice.
A Brand Registry program that lets eligible rights owners remove counterfeit listings themselves, immediately, instead of waiting for Amazon to review a Report a Violation submission. Each removal also trains Amazon's automated protections, which block similar listings proactively.
Brands holding the rights owner role in Brand Registry for a registered trademark, who have reported infringements through Report a Violation within the last six months with at least a 90% acceptance rate, and whose overall use of Brand Registry tools follows Amazon policy.
At least 99%. Amazon states that brands must maintain an accuracy rate of at least 99% in their self-service removals to remain in the program, which is why most teams require internal review and solid authentication evidence before any removal.
No. Amazon restricts the self-service removal tool to counterfeit listings only. Genuine goods sold by unauthorized sellers, and pricing policy violations, belong in other channels: distribution enforcement, MAP monitoring evidence, and standard reporting.