September 12, 2026, 2:34 pm | Read time: 9 minutes
The internet offers just about everything, thanks to numerous large and small online shops. Unfortunately, this also means that criminals are not far behind, looking to profit from popular products and marketplaces. Various scams are constantly being used on different platforms. This can also lead to numerous counterfeit products being sold to unsuspecting customers on Amazon. The company has been countering this for years with its own department–the so-called Counterfeit Crimes Unit (CCU).
Amazon’s CCU Fights Against Counterfeiting
The CCU was established in 2020 to combat counterfeiting worldwide for Amazon. This is done in two main ways: First, the company conducts civil proceedings together with brand manufacturers. Second, it cooperates with local law enforcement agencies in their investigations to arrest perpetrators.
And with remarkable success: So far, the CCU has taken civil and criminal action against 32,000 suspected perpetrators, with more than 290 of them sentenced to prison. At the same time, it removed more than 15 million counterfeit products from Amazon in 2025–in 2023, it was seven million. The total amount of all compensations and other penalties achieved in court so far amounts to more than 180 million U.S. dollars.
Fight Against Criminals Grows
In its six years of existence, the CCU has expanded its operations from two to 14 nations–and the trend is rising. In 2026, India will be added, and there are also locations in Washington D.C., London, Milan, Singapore, and Shanghai.
In terms of cooperation with authorities, the network has expanded from seven to 50 partners to date. These include agencies and organizations such as EUROPOL, the FBI, U.S. Homeland Security Investigations, the London police, and many other specialized units.
Product Pirates Often Also Human Traffickers
The team behind the CCU consists of former prosecutors, investigators, and data scientists and operates internationally. It is led by Kebharu Smith, who has headed the CCU since its inception. He was also previously a prosecutor in Texas and worked for the U.S. Department of Justice for twelve years, pursuing cases of brand piracy, copyright infringement, and industrial espionage.
TECHBOOK spoke with Smith about the work of the CCU, challenges, and surprises in the fight against counterfeiting.
TECHBOOK: You were a prosecutor before joining Amazon. What personally motivated you to take action against criminals?
Kebharu Smith: “My first major case in the field of counterfeiting involved fake Viagra smuggled from Hong Kong into the U.S. Through undercover investigations, we were able to uncover an entire network. It quickly became clear to me that product piracy is rarely an isolated offense. The perpetrators are often also involved in organized crime–such as trafficking in stolen goods, money laundering, or human trafficking.
This work eventually led me to the Department of Justice’s Computer Crime and Intellectual Property Section. When Amazon established its Counterfeit Crimes Unit in 2020, it was clear to me that I could continue the same mission on a global scale there.”
Everything Is Counterfeited–Even Printer Cartridges
Which products are particularly targeted by counterfeiters?
“Criminals don’t care what product they counterfeit. The only thing that matters is whether they can make quick money from it. We see counterfeits in almost all categories–from cosmetics to toys and clothing to printer cartridges. A good example is our collaboration with Brother.
There, perpetrators collected original Brother cartridges and then refilled them with counterfeit ink. Together with Brother and German law enforcement agencies, we were able to take action against this network.”
The Scam with Influencers and Social Media
Was there a case or counterfeit that particularly surprised you?
“Less the individual products and more the methods of the perpetrators. Particularly striking is the misuse of social media. Some influencers promote seemingly harmless products. In reality, hidden links lead buyers to offers behind which counterfeit luxury items are concealed.
We have already taken civil action against several of these influencers. They knew exactly what they were doing and deliberately used their reach to sell counterfeits. In at least one case, the proceedings ended with a payment of damages.
Another method involves sending products and brand logos separately. The goods initially pass through customs as seemingly generic products, while logos or brand emblems are shipped separately and assembled only in the destination country.
Together with U.S. authorities, we were able to raid a warehouse where nine truckloads of counterfeit car grilles were seized. Criminals are constantly developing new strategies to circumvent controls. That’s why we must continuously evolve our investigative approaches.”
How the CCU Prioritizes Cases
There are countless counterfeit products. How do you decide which cases to pursue?
“We consider various factors for this. First, we analyze the available evidence: Are there connections between multiple seller accounts? Are the same IP addresses or bank accounts used? Can money flows be traced or assets secured?
Another important point is the risk to health and safety. If a product poses a risk to consumers, the case takes priority even if the financial damage is relatively small.
We also work closely with brands–from small businesses to international corporations. In the past, we have collaborated with Brother, Philips, Cartier, Champion, or the small U.S. company JL Children’s. Our goal is to dismantle the largest possible criminal networks, not just stop individual sellers.
Our ultimate goal is always the source of the counterfeits. The civil proceedings we conduct, for example, in the U.S. or Germany, often provide clues about manufacturers and masterminds in other countries. This, in turn, leads to investigations and searches on-site.”
“Product Piracy Is No Trivial Offense”
Are there certain people who are particularly susceptible to counterfeit products?
“Counterfeiting is ultimately fraud. The perpetrators deliberately try to deceive consumers. Therefore, anyone can potentially become a victim. Our goal is to minimize this risk as much as possible.
We rely on a combination of technology and prevention: Sellers are thoroughly vetted before approval and regularly checked afterward. At the same time, our AI systems detect suspicious offers in advance, and brands can take action against infringing offers using our protection programs.
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How can customers best protect themselves?
“First, it’s important to understand that product piracy is no trivial offense. Counterfeits are often backed by organized criminal networks. They can be linked to human trafficking, money laundering, or even terrorism financing. No one wants to unknowingly support structures associated with modern slavery or human trafficking. That’s why counterfeiting should be taken seriously.
If a suspicious product does appear on Amazon, we want customers to inform us. This feedback helps us improve our systems and detect similar offers more quickly. Additionally, our A-to-Z Guarantee applies. If customers believe they have received a counterfeit or are dissatisfied with a product, we will handle the case and refund the purchase price if necessary.
At the same time, we invest heavily in consumer education and work closely with brand manufacturers to raise awareness of product piracy.”
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Anyone Could Be a Perpetrator
Who exactly are the people behind counterfeits?
“The perpetrators come from all over the world. There is no typical profile and no specific age or demographic group. We work with authorities in China, Germany, the United Kingdom, Turkey, the U.S., and many other countries. Our investigations lead us to homes, warehouses, or specially set-up production facilities.
That’s why our team is also internationally positioned. We have employees in China, Europe, and the U.S. and pursue the same strategy everywhere: We want to stop the perpetrators where they produce and trade. In China, for example, we conducted more than 70 searches in 2024 alone and held more than 100 perpetrators accountable.”
Do searches lead to dangerous situations or resistance?
“I can’t provide specific examples. Such operations are fundamentally the responsibility of law enforcement agencies, and the information is sensitive. I know from my time as a prosecutor how carefully such measures are prepared. The protection of all involved is the top priority.”
Have you ever been involved in such operations yourself?
“Not personally. However, members of our team regularly support authorities during searches when Amazon data or technical expertise is immediately needed. For example, a colleague from our unit was involved in an operation in London.
We provide investigators with real-time information from our systems. This allows them to recognize connections more quickly and uncover larger networks.”
New Challenges in Turkey and India
The fight against counterfeiters seems like a constant arms race. What role does artificial intelligence play in this? And have you already observed how criminals use AI?
“I don’t want to assess how criminals specifically use AI at this time. We currently cannot make reliable statements on this.
Otherwise, AI is now a central component of our brand protection. Our systems continuously search the Amazon Store for suspicious offers, logos, or product descriptions. A large portion of infringing offers is removed before brands even have to report them. Last year, 99 percent of these actions were proactive.
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These technologies also provide our Counterfeit Crimes Unit with leads for investigations. Nevertheless, humans remain crucial: Our investigators review all relevant findings before further steps are taken.”
How will product piracy develop in the coming years?
“AI will play an increasingly important role on our side. At the same time, we are closely monitoring how counterfeiting routes are changing. In addition to China, countries like Turkey are increasingly coming into focus. International reports, such as those from the OECD, show that more and more counterfeit goods are arriving in Europe and the U.S. from there.
We are also expanding our activities in India. We have now established our own Counterfeit Crimes Unit there to better protect consumers on-site. Additionally, we are intensifying our collaboration with brand manufacturers in Latin America.
We also see that criminals are increasingly using social media and encrypted communication channels to market counterfeits outside of traditional sales platforms. That’s why we are also working closely with law enforcement agencies in these areas.”
Mr. Smith, thank you for the conversation.