Amazon sets up Counterfeit Crimes Unit team in New Delhi
Amazon has deployed a three-member Counterfeit Crimes Unit in New Delhi to work with the CBI, Customs and brands on civil and criminal action against counterfeit sellers across India, including Tier-II and Tier-III markets.
What happened
Amazon has established a three-member Counterfeit Crimes Unit in New Delhi, partnering with CBI, Customs and brands to pursue counterfeiters through civil and
Key facts
- Three-member Counterfeit Crimes Unit team in New Delhi
- Amazon has operated in India for more than a decade
- CCU created globally in June 2020
- More than 32,000 alleged counterfeiters pursued globally
- More than 290 arrests and jail-time outcomes globally
- More than 15 million counterfeit products identified, seized or disposed of globally in 2025
- More than 99% of counterfeit listings removed before brand infringement notices
- More than 2.7 billion products authenticated globally
- Over 80,000 brands participate in product authentication
Why this matters
The move strengthens Amazon’s case to deepen partnerships with brands, enforcement agencies, and authentication providers in India’s fast-growing Tier-II and Tier-III markets.
What to watch
- Number and visibility of CBI, police or Customs actions publicly linked to Amazon referrals.
- Changes in counterfeit-related customer complaints, returns, refunds and A-to-z Guarantee claims during the festive period.
- New brand authorization requirements or restricted-category gating on Amazon India.
- Seller-account suspension rates, appeal volumes and complaints from small sellers or industry groups.
- Whether Flipkart, Meesho and other Indian marketplaces announce comparable anti-counterfeit enforcement partnerships.
- Brand participation in Amazon Brand Registry, Transparency or product-authentication programs in India.
- Expand the New Delhi unit beyond three personnel or establish regional investigative coverage in Mumbai, Bengaluru and key import corridors.
- Increase brand-gating, invoice verification, serialisation and proactive AI-based listing detection before the festive peak.
- Publicize joint raids, Customs seizures and criminal referrals to signal deterrence to sellers and reassure brands.
- Offer affected brands expanded transparency reporting, test-buy programs and faster rights-owner reporting workflows.
- Tighten onboarding and payout controls for newly created seller accounts in counterfeit-prone categories.