Amazon Launches Anti-Counterfeiting Exchange ACX

By Kirsteen Mackay


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Amazon recently launched the Anti-Counterfeiting Exchange (ACX), a collaborative initiative aimed at safeguarding online shopping by combating counterfeiting across the retail industry. This article explores the potential implications of this pioneering move for retail investors.

A New Era in E-Commerce Security

In a proactive move to bolster e-commerce security and combat the growing menace of counterfeiting, (NASDAQ: AMZN) recently unveiled its Anti-Counterfeiting Exchange (ACX). This pioneering initiative aims to make online shopping safer, enhance consumer trust, and systematically combat the sale of counterfeit goods across the entire retail industry. 

The ACX, a first-of-its-kind private sector partnership, is designed to empower U.S. consumers, brands, and rights owners. By allowing the exchange of information about confirmed counterfeiters among multiple private companies, it ensures that these fraudulent sellers can't simply migrate and start selling on other platforms.

This industry collaboration works by enabling participating retailers to pool information about counterfeiters who have attempted to exploit their platforms to sell counterfeit products. With an independent third party facilitating anonymized access, ACX participants can share and receive information in line with industry standards and best practices. This shared intelligence allows participants to identify and halt counterfeit activities swiftly and more effectively than without this collective data sharing.

The ACX has already proven instrumental in detecting and addressing counterfeiting. By sharing information, participants can enhance their risk evaluation systems, make stronger referrals to law enforcement, and ensure that fraudulent actors are held accountable. For instance, Amazon has already identified hundreds of matching accounts where the same counterfeiter attempted to create selling accounts on multiple platforms.

Dharmesh Mehta, Amazon’s Vice President of Selling Partner Services, emphasized the importance of this collaborative approach. "We want our customers to have confidence in their shopping experience and for brands to know they are protected from counterfeits," he said. 

Significant endorsements have come from the National Intellectual Property Rights Coordination Center and the Center for Data Innovation. Both organizations have acknowledged the potential of ACX in the fight against counterfeit crime.

Moving forward, Amazon is inviting other retailers and marketplace service providers to join the Anti-Counterfeiting Exchange. By broadening participation, the industry can further strengthen its collective efforts against counterfeiters, providing consumers and rights owners with greater peace of mind. and Canon File Joint Lawsuit

In related news, Services and Canon U.S.A., a unit of Japan's Canon, recently filed a joint lawsuit against 29 selling accounts. These accounts allegedly infringed on Canon's trademark rights by selling counterfeit camera batteries and chargers on Amazon's platform.

This legal action underscores both companies' commitment to aggressively pursuing counterfeiters and protecting their customers from potentially unsafe products.

For retail investors, these developments signal a potential shift in how the e-commerce industry is tackling the problem of counterfeit goods. This collaborative approach could lead to safer online shopping environments, protect brand reputations, and preserve consumer trust, all of which could have positive implications for the performance of retail stocks.

What's Next for Your Investment Portfolio?

To deepen your understanding and expand your investment strategies, consider exploring our investing guides on topics such as investing in luxury goods stocks, buying OTC and TSX stocksfinding investment opportunities, and the benefits of investing in gold.


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Author: Kirsteen Mackay

This article does not provide any financial advice and is not a recommendation to deal in any securities or product. Investments may fall in value and an investor may lose some or all of their investment. Past performance is not an indicator of future performance.

Kirsteen Mackay does not hold any position in the stock(s) and/or financial instrument(s) mentioned in the above article.

Kirsteen Mackay has not been paid to produce this piece by the company or companies mentioned above.

Digitonic Ltd, the owner of, does not hold a position or positions in the stock(s) and/or financial instrument(s) mentioned in the above article.

Digitonic Ltd, the owner of, has not been paid for the production of this piece by the company or companies mentioned above.

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