Amazon’s 2025 Trustworthy Shopping Experience Report
Amazon’s 2025 Trustworthy Shopping Experience Report outlines how the company works to create a safe and reliable global marketplace for customers, brands, and sellers.
Continuous development
As global retail rapidly evolves, Amazon emphasizes the opportunities and challenges of connecting millions of sellers with billions of customers. To address this, it continuously develops systems based on data, technology, and feedback to maintain a customer-centric shopping experience.
The approach is built on proactive controls, including strict seller verification, continuous monitoring, product safety checks, and intellectual property protection. These systems aim to prevent issues before they reach customers, with over 99.9% of suspected infringing listings blocked in advance.
Artificial intelligence
Artificial intelligence plays a central role. It analyzes vast amounts of data—from reviews to customer interactions—to detect fake reviews, unsafe products, and fraudulent behavior. Automated systems inspect products and remove problematic items before delivery, while also identifying scams such as phishing and impersonation attempts.
Holding bad actors accountable
Amazon also focuses on holding bad actors accountable through legal action and global collaboration with law enforcement and industry partners. These efforts have led to the shutdown of fraudulent networks, seizures of counterfeit goods, and criminal convictions worldwide.
Ongoing process
In parallel, the company invests in consumer protection and education, providing safety information and working with organizations to help customers make informed decisions.
Looking ahead, Amazon stresses that building a trustworthy shopping experience is an ongoing process. As retail and threats evolve, the company continues to innovate, collaborate, and improve its systems to better protect customers and strengthen trust across its marketplace.