The Business Bytes
THEBUSINESSBYTES BUREAU
BHUBANESWAR, APRIL 24, 2025
As India’s digital marketplace surges in scale and speed, so too does the shadow of online fraud. In response, Amazon India has rolled out a fortified, multi-layered security framework to protect customers, sellers, and its entire ecosystem from rising threats of deceit and abuse in the e-commerce space.
“As a customer-centric company, we’re committed to fostering a safe and trusted shopping experience,” stated Akshay Sahi, Director & Head of Amazon Prime, Speed & Fulfilment Experience, India. “We urge customers to remain alert and follow best practices, while also prioritizing seller safety through robust initiatives like the Safe-T claims process, which ensures timely resolution and protects seller accounts.”
Fraud and abuse in the Indian online retail space have witnessed a sharp spike, impacting both enterprise and consumer confidence. A recent PwC India report uncovered that 57% of platform-related fraud incidents stem from e-commerce, fintech, and social media — signaling a pressing need for industry-wide safeguards.
Common challenges include seller deception, where some vendors ship counterfeit or damaged goods, undermining customer trust and marketplace credibility. Issues within the fulfilment network are also prevalent, with certain logistics agents allegedly swapping genuine products with fakes or manipulating delivery statuses. Moreover, customer abuse of Amazon’s customer-friendly policies, such as the return and refund system, is also on the rise — where a small but harmful group takes undue advantage, impacting seller revenues and overall ecosystem trust.
To combat these threats, Amazon has implemented a range of security measures across its marketplace. For high-value and sensitive orders, One-Time Password (OTP) verification ensures that deliveries reach the rightful recipient. Seller authenticity is safeguarded through a rigorous account verification process before they are allowed to trade on the platform.
All packages are sealed with tamper-evident packaging and marked with unique IDs, enabling customers to detect and reject compromised parcels at the point of delivery. In addition, Amazon offers Open Box Inspection, allowing customers to verify the contents of a package during delivery to confirm product integrity and completeness. The platform also employs advanced machine learning systems to detect suspicious patterns and proactively flag potential fraud attempts. To top it off, a dedicated team of customer service agents is always ready to assist, ensuring that any rare case of fraud is addressed swiftly and satisfactorily.
Amazon emphasizes the vital role customers play in maintaining marketplace integrity. Shoppers are advised to personally receive their deliveries or entrust this responsibility only to someone they know. They must never share OTPs with unknown individuals or over the phone. Upon receipt, the packaging should be carefully examined for tampering, and any suspicious parcels should be returned immediately at the time of delivery.
For successful return pickups, it is essential to return the product along with all original components — including tags, warranty cards, user manuals, brand packaging, and accessories — in pristine condition. Customers are also reminded to stay alert against phishing attempts and only trust communications or offers accessed through the official Amazon website or app. When receiving emails from Amazon, they should check for the official Amazon smile logo to ensure authenticity.
Through this proactive, collaborative approach, Amazon is not just securing its platform — it is building a culture of digital trust in India’s e-commerce ecosystem. While technological tools handle much of the heavy lifting, the battle against fraud ultimately rests on a shared responsibility between platform, seller, and customer.
As online shopping continues to thrive, Amazon’s unwavering commitment to transparency, safety, and innovation ensures that trust remains the cornerstone of every transaction.
