Guide · Brand protection
Resellers are selling your products on Amazon. Here is what you can do.
You cannot remove a reseller just because they are unauthorized, if the products are genuine. You can remove counterfeits and trademark or copyright misuse through Brand Registry, take control of your listing content, and stop the supply at its source with an authorized-reseller policy, MAP terms and tighter distribution. Most brands need all three.
First, find out who is selling and what
Search your brand name and your best product names on Amazon in each marketplace you care about. For every listing, open "Other sellers on Amazon" and note the seller names, prices and whether they ship FBA. Order one unit from the sellers you do not recognize. A test buy tells you whether the product is genuine, new, and in your packaging, which decides everything that follows.
What Amazon will remove, and what it will not
| Situation | Can you get it removed? | How |
|---|---|---|
| Counterfeit products | Yes | Brand Registry "Report a Violation", with test-buy evidence |
| Your logo, photos or text used without permission | Usually | Trademark or copyright report |
| Genuine products sold as new but used or damaged | Sometimes | Condition complaint with test-buy evidence |
| Genuine, new products from a reseller you did not approve | Rarely through Amazon | Contracts and distribution control, not Amazon reports |
| Wrong or poor listing content | Yes, with Brand Registry | Edit the detail page as the brand owner |
Do not file trademark or counterfeit reports against sellers of genuine goods. Amazon treats false reports seriously and can remove your access to the reporting tools.
Step 1: Enroll in Brand Registry
Brand Registry is the starting point. It lets you control titles, images and A+ content on your listings, report infringement, and use tools such as Transparency serial codes and, for eligible brands, Project Zero for self-service counterfeit removal. It needs a registered or pending trademark accepted in that marketplace.
Step 2: Fix the supply
- Write an authorized-reseller policy: who may sell online, where, and under what standards.
- Add a minimum advertised price (MAP) policy and enforce it consistently.
- Put serial or lot codes on products so you can trace which wholesale account leaked stock.
- Stop supplying accounts that break the policy. This removes more resellers than any Amazon report.
Step 3: Become the best seller on your own listing
When you sell your own products on Amazon with good stock and competitive pricing, you usually win the Buy Box on your listings, and resellers lose most of their sales. Leaving the channel empty is what gives resellers room.
Is Amazon showing my products without me?
Sometimes, yes. Amazon has tested features that show products from brands' own websites inside the Amazon app, for example "Buy for Me" in the US. If you do not want this, you can ask Amazon to opt your brand out. Many brands only notice it when they search their own name.
Get a reseller report for your brand
Our free readiness check lists who sells your products on Amazon today, at what price, and whether the listings help or hurt your brand. More on brand protection.
Questions
Frequently asked questions
Can Amazon remove a seller for selling my products without permission?
Not for selling genuine new products alone. Amazon removes counterfeits and intellectual property misuse. Unauthorized resale of genuine goods is handled through your distribution contracts.
Does Brand Registry stop resellers?
It does not stop resellers of genuine goods, but it gives you control of the listing content and the tools to remove counterfeits and IP misuse.
What is a test buy?
Ordering a unit from a seller to check whether it is genuine, new and correctly packaged. Amazon often asks for test-buy details in counterfeit reports.
Related
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