Securing Your Brand on Amazon: Combating Counterfeits & Unauthorized Sellers

August 21, 2023

Securing Your Brand on Amazon: Combating Counterfeits & Unauthorized Sellers

In today's digital age, Amazon has become a colossal marketplace where millions of sellers compete to reach consumers worldwide. While this presents an incredible opportunity for businesses to expand their reach and drive sales, it also opens the door to a variety of challenges, one of the most prominent being counterfeit products and unauthorized sellers. Protecting your brand's integrity on Amazon is of paramount importance, as it directly affects your reputation, customer trust, and revenue. In this blog post, we'll explore strategies to safeguard your brand from counterfeit products and unauthorized sellers on Amazon.

Understanding the Threat: Counterfeit Products and Unauthorized Sellers

counterfeit products Amazon

Counterfeit products and unauthorized sellers pose significant threats to brands on Amazon. Counterfeiters produce imitation products that often look identical to genuine ones, capitalizing on your brand's reputation to deceive unsuspecting customers. Unauthorized sellers, on the other hand, might acquire genuine products through questionable channels, reselling them at lower prices and potentially diluting your brand value through inconsistent pricing, poor customer service, or subpar buying experiences.

Enroll in Amazon's Brand Registry

amazon brand registry

Amazon's Brand Registry is a powerful tool for brand owners to assert control over their product listings. It allows you to protect your registered trademarks, monitor your listings for potential infringements, and remove counterfeit listings more efficiently. Brand Registry provides access to tools like Enhanced Brand Content (EBC) and A+ Content, enabling you to create more engaging product listings that stand out.

Who is Eligible for Amazon Brand Registry and How to Enroll

Amazon Brand Registry is a valuable program designed to help brand owners protect their intellectual property and maintain control over their listings on the platform. To be eligible for Amazon Brand Registry, you need to meet certain requirements:

  • Active Registered Trademark - Your brand must have an active registered trademark for the products you want to enroll in the program. This trademark should be in the countries where you want to enroll your products. The trademark must be standard character text-based or image-based. Amazon does not accept pending trademark applications or copyrights.
  • Good Standing - Your brand must have an excellent record of compliance with Amazon's policies, including intellectual property rights and customer experience standards.

Enrollment Process:

1. Create an Amazon Seller Account: If you don't have one already, you'll need to create a seller account on Amazon. This account will be used to manage your brand and product listings.

create amazon seller account

2. Gather Required Information: Before you start the enrollment process, gather the following information:

  • Your registered trademark number(s) and the countries in which they are registered.
  • Images of your brand logo, as it appears on your products and packaging.
  • Images of your products and packaging with the brand name visible.
  • Specify the product categories for enrollment. 
3. Initiate Enrollment: Once you have your information ready, follow these steps to initiate the enrollment process:
  • Access your Amazon Seller Central account.
  • Go to the "Brand Registry" section.
  • Click on "Enroll a Brand."
  • Choose the country of your registered trademark registration.
  • Enter your registered trademark number.
  • Provide information about your brand and product categories.

4. Verification Process: After you've submitted your application, Amazon will review the information you've provided. This review process may take some time, during which Amazon might request additional documentation to verify your ownership of the trademark and the authenticity of your brand. It's crucial to respond promptly and provide accurate information.

5. Enrollment Approval: Once your application is approved, you'll gain access to the tools and features within Amazon Brand Registry. These tools allow you to manage your brand's content, monitor your listings, and report any violations more effectively.

6. Enhance Your Listings: With Brand Registry access, you can take advantage of features like Enhanced Brand Content (EBC) or A+ Content to create more appealing and informative product pages that resonate with your customers.

Remember, the enrollment process might vary slightly based on Amazon's updates and policies, so it's essential to visit Amazon's official Brand Registry page and carefully follow the steps outlined there.

Monitor Your Listings Regularly

Vigilance is key to combating counterfeit products and unauthorized sellers. Regularly monitor your product listings to identify any anomalies, such as price fluctuations, unauthorized changes to product details, or unexpected sellers. Tools like automated monitoring software can help streamline this process by alerting you to potential issues.

Establish a Minimum Advertised Price (MAP) Policy

Implementing a Minimum Advertised Price (MAP) policy helps maintain consistent pricing across various retailers, discouraging unauthorized sellers from undercutting your pricing and maintaining your brand's premium image. While MAP policies cannot dictate the final selling price, they provide a framework to prevent steep discounting that might devalue your brand.

Employ Product Serialization and Authentication

Introducing unique serial numbers, QR codes, or other authentication methods can help customers verify the authenticity of your products. This approach not only protects your brand but also enhances customer trust by ensuring they receive genuine products.

Utilize Amazon's Transparency Program

Amazon's Transparency Program provides brands with unique codes that are applied to each unit of a product. Customers can scan these codes with the Amazon app to verify the product's authenticity. This program adds a layer of security against counterfeit products.

Establish Authorized Reseller Agreements

If you work with authorized resellers, establish clear agreements that outline the terms and conditions of selling your products on Amazon. This can help ensure that your authorized resellers maintain your brand's image and adhere to your pricing and quality standards.

Act Swiftly Against Infringements

When you identify counterfeit products or unauthorized sellers, take immediate action by reporting the issues to Amazon. Provide detailed evidence, such as trademark documentation or product purchase information, to expedite the resolution process.


Safeguarding your brand on Amazon requires a multifaceted approach that combines technology, vigilance, and proactive measures. By enrolling in Amazon's Brand Registry, setting up monitoring systems, implementing pricing strategies, and leveraging authentication programs, you can minimize the impact of counterfeit products and unauthorized sellers on your brand's reputation and bottom line. Remember, brand protection is an ongoing effort that demands consistent attention, but the rewards in terms of customer trust, loyalty, and revenue integrity are well worth the investment.

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