Later this year, we are launching Add to Delivery across Europe. Prime members can add items to an upcoming shipment in two clicks, at no extra cost. An intuitive feature, but emblematic of a broader principle: technology should reduce friction, not create it. The appetite for AI leadership in Europe is real. But appetite requires the right conditions. The regulations being written today will determine whether European AI deployment accelerates or stalls. I would encourage policymakers to treat industry as a partner in getting implementation right, not merely a subject of it. The continent’s competitiveness depends on that distinction.
Building trust together
Investment without accountability is merely spending. Every retailer faces a fundamental tension: scale can unfortunately invite bad actors. So let me share what we are doing about it.
On counterfeiting, our Counterfeit Crimes Unit, made up of former prosecutors, investigators and data analysts, has pursued more than 24,000 bad actors through criminal referrals and civil litigation since 2020. Our proactive controls block over 99 percent of suspected counterfeit listings before a customer ever sees them. That is not a claim I make lightly; it represents thousands of people working around the clock.
On fake reviews, machine-learning models, expert investigators, and legal action combine to identify and remove fraudulent content. In 2024, we reported over 1.5 million abusive posts and accounts across social media platforms used to coordinate review manipulation and co-founded the Coalition for Trusted Reviews alongside Booking.com, Tripadvisor and others, as we recognized that this issue requires collective action.
On impersonation scams, we took down more than 55,000 phishing websites and 12,000 phone numbers in 2024 alone. These represent continuous, systematic investment in keeping people safe.