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Amazon pilots using video calls to verify third-party sellers



Amazon is testing utilizing video calls to confirm third-party sellers because it makes an attempt to attenuate the quantity of fraudulent accounts and listings on its platform, the corporate has introduced. The stay verification initiative initially used in-person conferences when it started earlier this 12 months, however pivoted to video conferencing because the COVID-19 pandemic made social distancing measures needed.

“As we observe social distancing, we’re testing a course of that permits us to validate potential sellers’ identification through video conferencing,” an Amazon spokesperson mentioned in a press release, “This pilot permits us to attach one-on-one with potential sellers whereas making it much more tough for fraudsters to cover.”

Lately, Amazon has confronted intense scrutiny over the merchandise bought by third-party sellers on its platform. Final 12 months, for instance, an investigation by The Wall Avenue Journal discovered hundreds of things on the market on Amazon that have been mislabeled, banned, or had been declared unsafe by federal businesses. There have additionally been reviews of counterfeit items being bought on Amazon. Final 12 months, Amazon announced that third-party gross sales account for over half of things bought on its platform.

The brand new stay verification course of is at present being trialed in international locations together with the US, UK, China, and Japan, and includes an Amazon affiliate checking {that a} vendor matches their ID and the paperwork they’ve supplied as a part of their utility. It doesn’t contain utilizing any facial recognition know-how to confirm their identification, Amazon confirmed to GeekWire. The decision additionally supplies a chance for the affiliate to reply questions in regards to the utility course of. Amazon says that over 1,000 potential sellers have gone via the pilot program thus far.

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Amazon says its current verification course of for third-party sellers makes use of a mixture of machine studying and human assessment to weed out suspected dangerous actors. The corporate mentioned these processes stopped 2.5 million accounts from itemizing gadgets on the market in 2019.

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