Amazon blocked millions of fake products, reviews using AI: new report

Retailers are working to stop online crime, but experts warn that consumers should still be on the lookout for fraudsters.

As online retail crime soars nationwide, Amazon is touting their efforts to stop scammers in their tracks.

According to their latest Trustworthy Shopping Experience Report, the company identified and seized 15 million counterfeit products worldwide last year, using AI technology.

“They almost have like a mini-FBI within their company called the Counterfeit Crimes Unit. And they’ve been able to use AI and large language models and machine learning to look for signals early on, billions of signals, to prevent some of this stuff before it’s even happening. They’re kind of fighting fire with fire,” says retail analyst Bruce Winder.

Amazon says it’s also been able to shut down hundreds of millions of suspected fake reviews from its website in 2025, as well as more than 100 websites attempting to facilitate fake reviews and scams targeting its store.

“This is a great use of AI for good. So much of my day is dominated by seeing how much criminals are using this technology to cause massive amounts of harm, to the tune of billions of dollars,” says David Shipley, founder and CEO of Beauceron Security.

“Certainly, the level of customer frustration is rising. And their financial losses are not insignificant either… I think they don’t have a choice. This is survival now for them as a company, when we think about ‘you’re only as good as your last sale’ to a customer in terms of your reputation.”

Halifax resident Jesse Burle says the company’s move has garnered his stamp of approval, as someone who’s been previously burned by an online scam.

“I hope that companies are being held accountable. It’s just there’s so much out there, it’s going to be hard to track it,” says Burtle.

“But if they can do it, they can do it. Especially someone like Amazon that is massive.”

Though Shipley says the company’s efforts are a “drop in the bucket” when looking at the scale of online retail fraud.

“If you’re feeling overwhelmed right now about all the headlines around AI and fraud and security issues, you’re not alone. You’re not crazy. It is absolutely nuts out there,” he says.

“It’s good that Amazon has these tools, and they are trying to hold back the deluge of bad. You still need to use your critical thinking skills. Is it too good to be true? Does this make sense? Is this a risk I want to take when buying a good? And, also remember, could you buy it locally?”

Winder also has tips for consumers.

“Stick to reputable sites. So don’t be a pioneer and try a site that you’ve never heard of,” says Winder.

“Check the website carefully. As a consumer, you got to be careful because some websites are fake. They’re designed to look alike… another one is avoid deals that seem too good to be true.”