Unauthorized sellers & MAP
Counterfeit vs. Unauthorized Sellers on Amazon: How to Tell the Difference
A counterfeit seller and an unauthorized seller need different fixes. How to tell which you’re dealing with, and how to report counterfeits without risking your account.
When a stranger shows up on your listing, the first instinct is to call it a counterfeit and report it. Sometimes it is. Most of the time, it’s your real product sold by someone you didn’t approve.
The difference matters, because the two problems have different fixes. Mixing them up wastes time and can put your own account at risk.
Unauthorized seller
They’re selling your genuine product. They got it from somewhere in your distribution chain: a distributor, a retail account’s overstock, a former dealer, or someone buying your promotional pricing.
- Amazon usually won’t remove them, because reselling genuine product isn’t against Amazon’s rules.
- The fix is on the contract side: a pricing policy, reseller agreements and closing the supply source. See how to remove unauthorized sellers and how to trace diverted inventory.
Counterfeit seller
They’re selling a fake product under your brand name or on your listing.
- This is a violation Amazon acts on. Brand Registry’s Report a Violation tool exists for exactly this.
- The fix is reporting with evidence, plus watching for repeat offenders.
How to tell which you have
Buy from the seller. Then compare what arrives to your real product:
- Packaging: print quality, colors, fonts, materials
- Codes: lot, date and serial numbers that match your production records, or don’t
- The product itself: weight, materials, finish, labeling, inserts
- The price: far below what your product could profitably sell for is a warning sign, but not proof
If the product is genuine, you have an unauthorized seller. If it’s fake, you have a counterfeiter.
How to report a counterfeit
- Do the test buy first and keep everything: the product, packaging, receipt and photos.
- Document the differences clearly, side by side with your genuine product.
- File through Brand Registry’s Report a Violation tool, with the specific listing, seller and evidence.
- Keep records of every report and outcome. Repeat offenders are easier to act on with a history.
- Talk to your attorney if the counterfeiting is large or persistent.
The mistake to avoid
Don’t report a seller of genuine product as a counterfeiter just to get them removed. Amazon treats false or weak IP complaints seriously, and it can come back on the brand that filed them. If you’re not sure, do the test buy before you file anything.
Frequently asked questions
How do I know if a seller is selling counterfeits?
Buy from them and compare the product, packaging and codes to your genuine product.
Will Amazon remove counterfeit sellers?
Amazon acts on documented counterfeit reports through Brand Registry. Evidence matters.
Can I report an unauthorized seller as a counterfeit?
Only if the product is actually counterfeit. False reports can put your account at risk.
What if the seller has both genuine and fake product?
Report the counterfeit units with evidence, and work the supply side for the genuine ones.
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