Amazon has initiated the expansion of its Counterfeit Crimes Unit (CCU) to India in 2026, aimed at combatting scams and counterfeit products in the Indian marketplace. This move follows the CCU’s inception in 2020 when Amazon began tackling fraud more proactively. Under the leadership of Kebharu Smith, the global director of the CCU, the team is taking steps to pursue offenders who misuse the platform.

The CCU commenced its operations in India in April this year, and early results indicate that efforts are underway. Smith has stated that there are “ongoing actions and investigations” in conjunction with the Central Bureau of Investigation (CBI) targeting sellers of counterfeit goods. Legal actions are also being pursued against individuals engaging in fraudulent sales on Amazon India’s platform.

This initiative marks a strategic shift in the company’s approach to fraud prevention, emphasising cooperation with law enforcement and legal proceedings. The CCU’s operational framework distinguishes it from the company’s larger fraud prevention team of over 15,000 employees, who typically engage with specific disputes between buyers and sellers.

Goals and Achievements of the CCU

The CCU’s overarching objective is to actively eliminate scams and counterfeit products from Amazon’s marketplace. According to Smith, the CCU has been effective globally, having seized and disposed of over 15 million counterfeit items in 2025 alone. They have also pursued more than 32,000 fraudulent actors through legal and criminal referrals across 14 countries since 2020.

Through its efforts, the CCU has not only worked to remove counterfeit products but has also resulted in substantial financial restitution. Amazon reports that the unit’s actions have led to court-ordered reimbursements totalling $300 million and the imprisonment of over 290 individuals involved in fraud over the past six years. This demonstrates the unit’s commitment to ensuring a safer marketplace for consumers.

The introduction of the CCU in India aligns with Amazon’s broader strategy to combat fraud and enhance consumer trust on its platform. Smith asserts that ensuring safety for shoppers begins long before a purchase is made, emphasising the importance of seller verification and proactive safety measures.

Ongoing Challenges and Collaborative Efforts

Furthermore, Amazon is engaging with initiatives launched by the Ministry of Home Affairs, such as the Citizen Financial Cyber Fraud Reporting and Management System. Smith believes that these collaborative efforts, alongside the CCU’s various anti-fraud measures, will ultimately create a safer shopping experience for Indian consumers.

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