Amazon to give power to brands to remove fakes from website

Retailer also introduces serial numbers and automatic detection to curb frauds sales

Amazon will hand over unprecedented powers to brands to remove suspected counterfeits from its site, as part of a concerted push to eliminate fakes and frauds from the shopping experience.

Under the company's new Project Zero programme, companies will now be able to remove counterfeit listings themselves, without having to wait for Amazon to take action.