Tech

At Amazon, some brands are better protected against counterfeits than others

There are two categories of merchants on Amazon.com: those who obtain special protection against counterfeiters and those who do not. According to a report: The first category includes sellers of some big brands, such as Adidas, Apple, and even Amazon itself. They have digital fortifications that prevent unauthorized sellers from listing certain products, such as an iPhone or an eero router. Many lesser-known brands belong to the second group and do not have such a shield. One such vendor is Fred Ruckel, inventor of a popular cat toy called Ripple Rug. A few months ago, counterfeit artists started selling versions of his product, siphoning tens of thousands of dollars in sales and forcing him to spend weeks trying to get intruders kicked off the site.

Amazon’s market has long been plagued by fakes, a scourge that has made household names like Nike wary of putting their products there. While most items are freely downloadable from the site, Amazon began in 2016 requiring potential sellers of a selected group of products to be granted permission to list them. The company does not advertise the program, but in the trading community it has come to be known as “brand gating”. Of the millions of products sold on Amazon, perhaps thousands have this type of protection, according to people advising sellers. Most merchants, including many small businesses, rely on Amazon’s algorithms to find fakes before they appear – an automated process that dedicated crooks have managed to evade.

At Amazon, some brands are better protected against counterfeits than others

Source link At Amazon, some brands are better protected against counterfeits than others

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