Interesting take. I'd ordinarily be suspicious of similar offloading of work. But in this case, my impression was that each brand owner would be the most know

Interesting take. I'd ordinarily be suspicious of similar offloading of work. But in this case, my impression was that each brand owner would be the most knowledgeable & motivated agent in the ecosystem to seek & deactivate the counterfeiters. My biggest concern was that it could empower the brands to abuse the opportunity, and shut down competitors with false allegations of counterfeiting, like the fake DMCA notices for YouTube videos. At least Amazon is saying that they'll be monitoring for this; we'll see how they do. I also thought one of the most important items was buried in the text, a system to send special barcodes identifying product. I'm guessing it would be like a pre-authorization for shipments, so Brand X would send Amazon a database list of IDs tagged to production runs, and they'd send matching barcodes on the actual shipped product. Anything not matching the ID scheme would get rejected. Distributors could send product in with the IDs, and they'd match, counterfeiters would fail to match, even if they knew of the IDs in general. Seems good to me.