Global retail has evolved—connecting billions of customers with millions of selling partners across dozens of borders at unprecedented speed. Customers can shop through a vast selection of products and goods from around the world, delivered right to their doors faster than ever. Businesses can easily reach regions and customers they never could have before, achieving growth in years that previously would have taken decades.

This creates extraordinary opportunities and equally sophisticated challenges. At Amazon, we’ve built the systems, collaborations, and expertise to meet these challenges head-on. These systems, while advanced, are never done improving. They are in a constant state of change, building upon decades of learnings, billions of data points, and a constant flow of feedback to maintain the most customer-centric shopping experience in the world.

Four pillars guide this work:

Robust proactive controls protect customers and legitimate selling partners through comprehensive verification systems and compliance programs. From seller identity verification to product safety testing and proactive intellectual property protections, this multilayered approach stops issues before they reach customers.

Innovative tools and technology combine advanced technology with human expertise to stay ahead of evolving threats. Multimodal systems analyze billions of signals simultaneously—from visual elements and textual content to seller behavior and supply chain patterns—revealing connections that isolated analysis would miss. This comprehensive view allows us to anticipate risks before they materialize or impact customers.

Holding bad actors accountable through dedicated enforcement teams and global collaborations across the public and private sector. These teams work alongside law enforcement, brands, and industry leaders to combat organized retail crime, counterfeit operations, refund fraud, and scam networks—dismantling criminal infrastructures at their source.

Protecting and educating consumers delivers crucial information about anti-counterfeiting, scams, and product safety at the moments people need it most. Collaborations with industry leaders and government agencies worldwide ensure consumers have access to knowledge that protects them—whether that’s safety guidance after disasters, scam prevention during peak shopping periods, resources helping parents navigate overwhelming choices, or anti-counterfeiting campaigns educating the next generation about the importance of purchasing authentic products.

The challenges facing global retail are real. But so is the infrastructure we’ve built to address them.

Amazon’s Trustworthy Shopping Experience Report is available online.