New York (CNN Business) Amazon is using artificial intelligence to stop counterfeit products from appearing on its website.

On Thursday, the company unveiled Project Zero , which it says will allow brands to take down counterfeit items on their own without Amazon's help.

Amazon AMZN — which has long struggled with counterfeit products on its site — will also automatically monitor for fake items. The project uses a type of AI called machine learning that constantly scans Amazon's stores and removes suspected fakes. Companies give Amazon their logos, trademarks and other important information about their brands, and Amazon scans product listings every day looking for bogus items before they are purchased.

Previously, brands had to report counterfeit items to Amazon. Now, Amazon is offering a "self-service counterfeit removal tool" which lets brands take down these items themselves.

Amazon's new product serialization service also offers a unique code for every item, which brands place on products during the manufacturing process. When products with these special serial numbers are ordered on Amazon, the e-commerce giant scans and verifies the authenticity of the purchase and can stop fake products from being bought.

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