Sales on Amazon
Is someone selling a counterfeit under your brand? Find out how to stop hijacking on Amazon
Last updated: 27.07.2026
Amazon gives brands access to millions of customers, but at the same time, it creates a space where dishonest sellers can try to exploit someone else's recognition, content and sales history. The better a product performs, the more attractive it becomes for entities that want to make money without investing in their own brand.
Counterfeiting products on Amazon is not solely a legal issue. It affects sales, pricing, reviews, Amazon Ads performance and customer trust. A single unauthorised offer can cause a brand to start losing control over a listing, even though it still owns the product and the rights to its trademarks.
Therefore, intellectual property protection should be a standing element of sales management on Amazon. You need to know how infringements occur, how to identify them and which tools to use before the problem starts generating real losses.
Table of Contents:
What is listing hijacking?
Why does a counterfeit harm the entire brand?
How do dishonest sellers exploit someone else's brand?
How to protect intellectual property on Amazon?
Brand Registry is the foundation of brand protection
IP Accelerator can speed up access to protection
Monitoring allows you to detect the problem earlier
A swift response must be based on evidence
Amazon Transparency blocks counterfeits before shipping
Conclusions
FAQ - Frequently Asked Questions
What is listing hijacking?
Listing hijacking consists of attaching an unauthorised offer to an existing ASIN of another brand. A dishonest seller does not create their own product page, but uses a listing that already has a sales history, reviews, visibility in search results, and professional photos and descriptions.
They then lower the price to increase the chance of winning the Featured Offer, formerly known as the Buy Box. The customer still sees the original brand name and the same product materials, so they may not notice that the order is being fulfilled by another seller.
The problem begins when the shipped item does not match the listing. This could be a counterfeit, a different variant, a product in modified packaging, or a cheaper substitute of worse quality.
However, the mere presence of another seller on an ASIN does not necessarily mean an infringement. If they offer an original and identical product, their activity may be legal. Hijacking refers to a situation where goods inconsistent with the information visible on the page are sold under a shared ASIN.
Why does a counterfeit harm the entire brand?
The first visible effect of an attack is usually the loss of the Featured Offer. A lower price can direct a significant portion of orders to the dishonest seller, but the problem does not end with lost sales.
A customer who sees the same product at a much lower price may begin to question its actual value. Even after the suspicious offer is removed, the previous price remains in their memory as a new reference point.
Even more serious are negative reviews. Buyers usually review the product shown on the page, not the seller operating under a specific offer. If they receive a counterfeit, a critical review may be published on the original brand's listing.
Added to this are returns, complaints and reports regarding product non-compliance with the description. A brand may observe a deterioration in the ASIN's performance, even though it did not ship the defective goods itself.
Hijacking can also reduce the profitability of Amazon Ads. The brand pays for traffic directed to the listing, but if the Featured Offer belongs to another seller, some customers may buy from them instead. In practice, your own advertising budget then helps to sell someone else's product.
However, the biggest loss remains trust. The customer does not need to understand how a shared ASIN works. They will primarily remember that they bought a product of a given brand and received something that did not meet their expectations.
Selected for you: Sales management for Manufacturers
How do dishonest sellers exploit someone else's brand?
Infringements are not always limited to attaching an offer to an existing ASIN. They can also concern the brand name, photos and content.
Hijacking offers
An unauthorised seller adds their offer to an existing ASIN and claims to offer the same product. They then lower the price to win the Featured Offer.
The buyer sees the same listing, photos and reviews, so they may only discover after delivery that the received item differs from the original.
Registering similar names
Brand name squatting involves registering names confusingly similar to an existing brand or acquiring trademarks whose owner failed to protect them in time.
The difference might be a single letter, a suffix, or a similar graphic symbol. In search results, especially on a mobile screen, the customer might not notice the difference and mistake an imitation for the official product.
Theft of photos and content
Dishonest sellers copy product photos, infographics, descriptions or elements of A+ Content and then use them to build their own ASINs.
In the case of a single shared listing, the product page content is shared. An infringement occurs, however, when a brand's materials are used on an independent competitor's offer without the rights holder's consent.
As a result, another seller can create a professional-looking listing without investing in a photoshoot, graphic design and copywriting. At the same time, it dilutes the recognition of the original brand and misleads customers.
How to protect intellectual property on Amazon?
Effective protection should not start only after detecting a counterfeit. A system comprising formal rights security, tools available on the platform, monitoring, and an efficient response procedure is needed.
Brand Registry is the foundation of brand protection
Without Amazon Brand Registry, a brand owner's capabilities are limited. The platform does not have full information about who owns the rights to the trademark and who can report infringements.
Registration allows verifying brand ownership and providing Amazon with information about protected trademarks and products. On this basis, the system can more effectively detect suspicious content and offers.
The brand owner also gains access to Report a Violation. The tool allows searching for and reporting cases of trademark, copyright and other protected element infringements.
Brand Registry does not guarantee that a hijacker will never appear on a listing. However, it ensures the formal position of the rights holder and provides significantly greater scope of action.
IP Accelerator can speed up access to protection
Trademark registration can take many months. The IP Accelerator programme allows shortening the period during which a brand operates without some protective tools.
Amazon connects entrepreneurs with law firms that help prepare and submit a trademark application. Once a qualifying application is submitted, the brand can start the enrollment process in Brand Registry earlier, before the proceedings conducted by the trademark office are completed.
The programme does not replace trademark registration or professional legal services. However, it can speed up access to the protection available on the platform.
Monitoring allows you to detect the problem earlier
Brand Registry does not exempt you from observing your own offers. The longer a dishonest seller operates on an ASIN, the greater the risk of lost sales, negative reviews and returns.
You should regularly check:
who currently holds the Featured Offer
whether the number of sellers on the ASIN has suddenly increased
whether suspicious price drops have occurred
whether the brand's materials are being used on other offers
whether new reviews describe a product other than the original one
With a larger catalogue, manual control may be insufficient. In such cases, it is worth using alerts and tools that automate the monitoring of prices, sellers and Featured Offer changes.
A swift response must be based on evidence
A suspicious offer must be documented immediately upon discovery. A generic statement that a seller is dishonest is usually not enough. Amazon needs specific information showing what has been infringed.
Documentation should include:
product ASIN
seller's name
offer price
screenshots
date the problem was detected
differences between the suspicious goods and the original
documents confirming rights to the brand, photos or content
The type of report should correspond to the actual infringement. A counterfeit, a copied photo and unauthorised use of a trademark are separate issues that may require different evidence.
The more accurately the infringement is described, the easier it is for Amazon to assess the situation and take action.
Amazon Transparency blocks counterfeits before shipping
Amazon Transparency uses product serialisation. Each item covered by the programme receives a unique Data Matrix code, which allows confirming the authenticity of a specific unit.
Amazon can check these codes before shipping. If a product does not have the correct labelling or the code fails verification, the goods can be held before being delivered to the customer.
This is a fundamental difference compared to simply reporting infringements. Report a Violation is used to react after detecting a suspicious offer. Transparency works preventatively, as it helps block unauthorised units before order fulfilment.
However, the programme requires preparing a product labelling process and controlling codes in the supply chain. It is of greatest importance for frequently copied brands, high-value products and categories where a counterfeit could seriously harm the customer or the company's reputation.
What does this mean for your business?
Brand protection on Amazon should begin before the first counterfeit appears. Reacting only after losing the Featured Offer, sales and positive ratings means fixing damage that cannot always be fully reversed.
A coherent protection system should include:
a registered trademark
Amazon Brand Registry
clear rights to photos and content
regular monitoring of the most important ASINs
a procedure for gathering evidence and reporting infringements
Amazon Transparency in the most vulnerable categories
Each element serves a different function. A trademark confirms the rights to the brand. Brand Registry provides access to Amazon tools. Monitoring allows you to notice a threat early, and a prepared procedure reduces the hijacker's active time.
Find out more: Amazon sales management for Manufacturers
Conclusions
A hijacker does not need to take over a seller account to exploit brand value. They only need to attach themselves to a well-performing ASIN, offer a lower price and take advantage of the trust built by the original manufacturer.
The consequences can include the loss of the Featured Offer, a drop in sales, negative reviews, an increase in returns and a deterioration in Amazon Ads results. Therefore, intellectual property protection is not solely a task for the legal department. It directly affects margins, brand reputation and the ability to scale sales on Amazon.
The safest model combines formal trademark protection, Brand Registry, constant monitoring and a swift, evidence-based response. For products particularly prone to copying, it is also worth considering Amazon Transparency.
FAQ - Frequently Asked Questions
Does the presence of another seller on my ASIN always mean hijacking?
No. Another seller can legally offer an original and identical product. An infringement occurs when the shipped item is a counterfeit, a different variant or a product inconsistent with the listing.
Does Brand Registry completely block counterfeits?
No. The programme increases the level of protection and provides access to infringement reporting tools, but it still requires regular monitoring of offers.
Is a trademark required for Brand Registry?
The brand must have a trademark that meets the programme's requirements. In specific cases, it is possible to start the process based on a qualifying application pending registration.
How often should listings be checked?
It is worth checking the most important ASINs daily. For a larger catalogue, monitoring should be automated and combined with alerts regarding new sellers, price changes and the loss of the Featured Offer.
When is it worth implementing Amazon Transparency?
The programme is worth considering when the product is frequently copied, has a high value, or when a counterfeit could harm the customer and the brand's reputation.
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