How to avoid being locked out of your Amazon product listings

Monitor Your Brand and Listings Closely

• Check for incorrect product information, images, or pricing from third-party sellers that could harm your brand
• Look out for counterfeit or "gray market" goods being sold under your brand name

• Flag any sellers offering your products without approval so you can take action

Have a Clear Distribution Policy

• Specify which retailers, distributors, or resellers are allowed to sell your products
• Detail your policies around MAP (Minimum Advertised Price), promotions, quality control, etc.

• Require authorized sellers to adhere to your brand standards for listings and customer service

Differentiate Your Products

• Consider bundling products or creating multipacks sold only by authorized sellers
• Develop Amazon-specific SKUs that are only distributed to approved retailers

• Use tamper-evident features or warranty registration to validate authentic products

Develop an Amazon-Specific Strategy

• Decide whether you will sell directly to Amazon as a vendor or seller
• Determine which products, if any, you want to restrict to first-party sales only
• Set policies for how third-party sellers should optimize listings and handle customer issues

Take Action Against Infringers

• Send cease-and-desist letters demanding removal of trademark infringing listings
• Report counterfeit goods to Amazon for immediate removal
• Consider legal action for serious offenders if they don't comply with takedown notices

The key is to be vigilant about monitoring your brand presence on Amazon and consistently enforcing your policies. Having clear, Amazon-specific distribution agreements and being proactive about addressing unauthorized sellers will help you maintain control over your brand reputation and pricing on the marketplace.

What are common ways that counterfeit or "gray market" goods are sold?

Online Marketplaces

One of the most prevalent methods is through online marketplaces, especially those with lax anti-counterfeiting policies. Counterfeiters set up seller profiles to sell fake goods directly to consumers worldwide. Even reputable sites like Amazon, eBay, and Alibaba have issues with counterfeit listings. In 2018, the U.S. Government Accountability Office found that around 40% of goods purchased from third-party sellers on popular online marketplaces were counterfeits. Online sales of fake products were estimated at $1.7 trillion in 2017.

Deceptive Websites

Some counterfeiters create standalone e-commerce sites designed to look like legitimate retailers. These sites use stock photos of genuine products but ship fakes to customers. Telltale signs include poor grammar, missing contact info, and prices that seem too good to be true.

Dishonest Suppliers and Retailers

Even seemingly reputable retailers, wholesalers and suppliers can be duped into selling counterfeits unknowingly. Brands need to carefully vet their supply chains. In some cases, fake components make their way into otherwise genuine products during manufacturing.

Flea Markets and Street Vendors

While less common than online sales, selling counterfeits at flea markets, swap meets, and through street vendors is still a traditional method. Customers are often aware they are buying fakes in these venues due to the low prices.

Unauthorized Resellers

So-called "gray market" goods are authentic products sold outside a brand's authorized distribution channels. These unauthorized resellers may obtain the merchandise through questionable means like retail theft, credit card fraud, or purchasing from liquidators. The products are genuine but lack the brand's quality control and customer support. The rise of global e-commerce has made it easier than ever for counterfeiters to directly reach consumers. But brands are fighting back with tools like AI, digital product IDs, and supply chain tracking to help spot fakes and keep them out of legitimate retail channels. Quickly reporting counterfeit listings to get them removed is key.

Here are some common red flags to watch out for that can help identify counterfeit products being sold online:

Unrealistically Low Prices
If the price seems too good to be true compared to the usual retail price, it's often a sign the product may be counterfeit. While counterfeiters sometimes only slightly lower the price to appear legitimate, prices that are significantly below market value are a major warning sign.

Suspicious Seller
Be cautious of unknown third-party sellers, especially those based overseas or with limited seller history. Buying directly from the brand owner or authorized retailers is safest. A 2018 GAO report found nearly half of products purchased from third-party sellers on popular sites were fake.

Mismatched Product Details
Compare the product photos, description, specifications and reviews. Inconsistencies between these, like the photos not matching the description or specs, can indicate a counterfeit. Fake products often use stock photos of the real item but ship a knockoff.

Poor Quality Packaging
Scrutinize the product packaging in photos. Authentic items usually have high-quality printing and materials. Peeling labels, blurry text, typos, loose products in the box, and other imperfections are common with counterfeits.

Lack of Certifications and Warranties
Check that proper certification marks and warranties are shown, as required for that product category. Counterfeiters often use fake certifications or skip them entirely. Legitimate brands almost always offer a manufacturer's warranty.

Unusual Shipping Terms
Fakes frequently ship from overseas and may take a long time to arrive. Odd shipping terms like "discreet packaging" or sending large items in multiple shipments are also suspicious. Compare the shipping info to what's typical for genuine products.

Untrustworthy Website
Avoid sites with poor design, broken English, no contact info, or generally unprofessional appearance. Legitimate brands take pride in their online presence. Also check for "https" and a lock icon to ensure a secure checkout before entering payment info.

The key is to be vigilant, as counterfeiters are getting more sophisticated. Scrutinize the product listing and seller carefully. When in doubt, buy only from authorized retailers or the brand's own website. Paying a bit more is worth the peace of mind that you're getting the real deal.