Amazon announced Project Zero, a new effort that the online retailer is rolling out with the goal of eliminating counterfeit products from the site. Project Zero will allow brands joined to directly flag and remove counterfeit listings of their products from Amazon on their own.

Project Zero combines Amazon’s advanced technology, machine learning, and innovation with the sophisticated knowledge that brands have of their own intellectual property and how best to detect counterfeits of their products.

Previously, companies who had seen fake versions of their products would have to submit a request to Amazon, which would evaluate the claim and remove it. Project Zero, according to Amazon, will let companies to remove products without Amazon’s approval. With Project Zero, brands no longer need to contact Amazon to remove a counterfeit listing.

Among that, Amazon releases Automated protection — “powered by Amazon’s machine learning expertise, automated protections continuously scan our stores and proactively remove suspected counterfeits”.

With provided logos, trademarks, and other key data about brands, this tool will scan over 5 billion product listing updates every day, looking for suspected counterfeits.

Finally, Amazon is offering an optional product serialization service. The product serialization service provides a unique code for every unit that is manufactured, and the brand puts these codes on its products as part of its manufacturing process. Unlike the automated copy protection system and the self-serve option to delete listings, which are free for brands that are accepted to Project Zero, the serialization service will cost between $0.01 and $0.05 per unit, depending on volume.