In 2020, Amazon quietly launched the “enhanced review” process for third-party sellers, including supplementing the normal online submission process through video calls to verify the identity of applicants and reduce potential fraud.

This is the detailed information of the “real time verification” pilot plan disclosed on the evening of April 26. It has been going on since the beginning of this year, initially involving face-to-face verification, but later moved to video calls during the outbreak of covid-19.

Amazon uses its chime video conferencing technology to make scheduled calls. During each call, a trained Amazon account manager checks the prepared vendor’s ID to make sure it matches the person in the call and the files provided by the vendor in the app.

In response to a request from foreign media geekwire, Amazon said the registration wizard did not use facial recognition technology to authenticate. Last year, buzzfeed News reported that Amazon is testing facial recognition technology as part of the process of validating third-party sellers.

In 2020, Amazon quietly launched the “enhanced review” process for third-party sellers, including supplementing the normal online submission process through video calls to verify the identity of applicants and reduce potential fraud.

This is the detailed information of the “real time verification” pilot plan disclosed on the evening of April 26. It has been going on since the beginning of this year, initially involving face-to-face verification, but later moved to video calls during the outbreak of covid-19.

Amazon uses its chime video conferencing technology to make scheduled calls. During each call, a trained Amazon account manager checks the prepared vendor’s ID to make sure it matches the person in the call and the files provided by the vendor in the app.

In response to a request from foreign media geekwire, Amazon said the registration wizard did not use facial recognition technology to authenticate. Last year, buzzfeed News reported that Amazon is testing facial recognition technology as part of the process of validating third-party sellers.

Amazon said it had taken various measures to combat fraud. The company launched a program last year to provide legal aid to legitimate third-party sellers to protect their products from counterfeiting. Amazon is also suing sellers of counterfeit products.

But Amazon is not stupid either, so it also tries to protect itself from the legal liability of third-party retailers for counterfeit products sold on its website.

Amazon said its existing validation process uses machine learning technology to analyze hundreds of data points to assess the potential risks of prospective sellers. The company said it had successfully foiled 2.5 million suspicious “bad actor” accounts last year.

Third party sellers account for more than 50% of sales on amazon.com. According to a survey published by the Wall Street Journal last week, some Amazon employees used data from third-party sellers when considering new private brand products, in sharp contrast to the company’s statement that it had avoided this strategy for many years.