e-commerce
Amazon unveils first Trustworthy Shopping Experience Report
32,000 bad actors targeted, 15 million fake products removed in 2025.
MUMBAI: In a marketplace where trust is the real currency, Amazon is showing its receipts. Amazon has released its first-ever Trustworthy Shopping Experience Report, offering a detailed look at how it polices its vast digital shelves from counterfeit crackdowns to scam detection and review authenticity. At the heart of the report is a four-pronged strategy, proactive controls, risk anticipation, enforcement against bad actors, and consumer protection. The scale is staggering. Since 2020, Amazon’s Counterfeit Crimes Unit has pursued over 32,000 bad actors globally through litigation and criminal referrals spanning 14 countries.
The clean-up drive accelerated in 2025, with the company identifying and disposing of more than 15 million counterfeit products worldwide. Legal action also led to the takedown of over 100 websites linked to fake reviews and scams, an ongoing battle in the age of algorithmic manipulation.
Behind the scenes, artificial intelligence and machine learning are doing the heavy lifting. Amazon says it monitors billions of daily interactions across listings, reviews, and seller activity to spot trouble before it surfaces. Its predictive systems can even flag potentially infringing listings for trending products before brands raise the alarm.
Tools like Omniscan, which verifies product safety information at scale, and SENTRIX, designed to detect and eliminate phishing websites, are part of this expanding tech arsenal. Together, they aim to reduce risk while keeping the platform usable for legitimate sellers.
That balance between protection and friction is a tightrope Amazon acknowledges. Rohan Oommen, Vice President of Worldwide Customer and Partner Trust, noted that while safeguards are critical, they must not stifle genuine businesses. Features like the Account Health Dashboard are meant to give sellers clearer visibility into compliance and performance.
Consumer-facing measures are also getting sharper. From direct safety alerts to recall notifications and refund guidance, Amazon is leaning into transparency, backed by partnerships with consumer organisations to raise awareness.
The report’s release follows the expansion of Amazon’s Counterfeit Crimes Unit into India, signalling a deeper push into one of its fastest-growing markets, with closer coordination planned between brands, sellers, and law enforcement.
In short, as online shopping grows more complex, Amazon is betting that trust built through data, enforcement, and a fair bit of algorithmic vigilance will be its most valuable product yet.
e-commerce
Amazon India to invest Rs 2,800 crore in ops and wellbeing
Part of $35 bn India bet; expands Amazon Now, safety and health initiatives.
MUMBAI: Amazon is putting its money where its workforce is and then some. Amazon India has announced an investment of over Rs 2,800 crore (about $300 million) to strengthen associate safety, health, and financial wellbeing, while simultaneously expanding and upgrading its operations network across the country. The move sits within a much larger ambition: a commitment to invest over $35 billion in India by 2030. The strategy hinges on three pillars AI-led digitisation, export growth, and job creation while also doubling down on faster, more reliable deliveries through both its core and quick commerce networks.
This isn’t a cold start. In 2025, Amazon had already pumped in Rs 2,000 crore, adding 17 fulfilment centres, six sortation hubs, and 75 last-mile delivery stations. It also scaled its quick commerce play, Amazon Now, to more than 300 micro-fulfilment centres across key cities laying the groundwork for the next growth sprint.
Now, the focus sharpens on the people powering that network. The latest investment will expand initiatives such as Project Ashray, which provides air-conditioned rest facilities for delivery associates, and Sushruta, a healthcare programme supporting long-haul truck drivers and their families. Nationwide medical camps are also on the cards, aimed at boosting access to preventive care.
Insurance coverage is set for an upgrade too, alongside financial inclusion efforts under the Samriddhi programme. These initiatives will connect tens of thousands of associates and over 200,000 community members to government schemes such as Ayushman Bharat Health Account and Pradhan Mantri Jan Arogya Yojana.
Education remains part of the playbook. The Pratidhi scholarship and mentorship programme will continue to offer financial support and guidance to associates’ children, including those with disabilities.
On the infrastructure side, Amazon plans to widen its logistics footprint, particularly in tier 2 and tier 3 markets, while more than doubling Amazon Now’s presence in cities where it already operates and entering new ones.
Technology, unsurprisingly, is the quiet engine behind it all. The company is investing in artificial intelligence and machine learning tools to improve route optimisation, on-road safety, and workload distribution. Enhancements to its driver app are also expected to bring better navigation and greater earnings transparency.
As Amazon India and Australia VP for operations Abhinav Singh put it, the company’s network may span every serviceable pin code but it is the people within it that remain central. With this latest push, Amazon is not just scaling operations; it is trying to future-proof the ecosystem that keeps its wheels turning.
