e-commerce
Neha Bhise appointed as assistant vice president marketing at Nykaa
MUMBAI: Neha Bhise has jumped ship to Nykaa, taking charge as assistant vice president of marketing at India’s beauty and fashion juggernaut. The move marks a strategic coup for the e-commerce platform as it battles to stay ahead in an increasingly crowded market.
Bhise arrives from Reliance Brands Limited, where she spent three and a half years as lead for marketing and public relations, honing her chops in the luxury retail trenches. Before that, she clocked seven years at Disney Star, crafting marketing communications and content strategy for general entertainment channels and Hindi movies, a proving ground that sharpened her instincts for mass-market appeal.
Her career spans the full spectrum of brand-building. Earlier stints include assistant manager for brand solutions at NDTV, account manager at Radio Mirchi, and roles in sales at Parle Agro and Trackon Telematics. It’s a CV that blends media savvy with boots-on-the-ground commercial grit.
For Nykaa, the appointment signals intent. As competition intensifies from both legacy retailers and digital upstarts, Bhise’s blend of entertainment marketing muscle and luxury retail polish could prove the secret sauce. The pressure’s on, and the clock’s ticking.
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.
