Amazon has started using video conference calls to verify the identity of merchants who wish to sell goods on its websites.
The company has long faced scrutiny over how it polices counterfeits and allegedly unsafe products on its platform. Fakes have frustrated top labels like Apple and Nike and discouraged some from selling via Amazon at all.
The interview vetting, on top of other risk-screening performed by Amazon, has been piloted with more than 1,000 merchant applicants based in China, the US, the UK and Japan.
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