Protection as an Established Brand on Amazon

As is the nature of digital marketplaces, it can be very difficult to actively manage and control your brand’s performance on Amazon. You invest heavily in building a strong brand – developing products, attracting customers, and running ads – yet your Amazon presence goes unchecked, allowing unauthorised third‑party sellers to swoop in, undercut your pricing, and erode both your margins and those of your retail partners. In Q1 2025, 61 percent of all units sold on Amazon were fulfilled by third‑party sellers, reinforcing how critical it is to keep this channel under control.

Managing this threat is paramount. You can adopt both proactive and reactive measures on Amazon (using its own tools) and off Amazon (through supply‑chain and partner‑management tactics), including:

• On Amazon

  • Enrol in Brand Registry

  • Report IP infringements

  • Join Transparency

  • Leverage Project Zero

• Off Amazon

  • Contacting sellers directly

  • Tighten wholesale/distribution agreements

  • Create Amazon‑exclusive SKUs

  • Appoint and empower authorised sellers

Brand Registry

If this isn't on your radar where have you been! Enrolment is free and requires only a registered trademark in each marketplace where you sell. Once approved, you gain:

• Control over listings (titles, descriptions, images) preventing sellers from editing content.

• Dedicated support for IP‑infringement complaints and automated protections against new bad listings.

• Access to Vine, Sponsored Brands, Brand Analytics, A+ Content, and the Amazon Store builder, all of which help optimise performance and are a necessity to grow further.

Report a Violation

After Brand Registry, use the “Report a Violation” tool to enforce your intellectual property rights

• File takedown requests against sellers using your trademark without permission.

• Require valid invoices from authorised suppliers; Amazon now mandates invoices that meet eight detailed criteria, making it harder for grey‑market sellers to stay active.

• Discourage repeat offenders, since successful IP complaints can lead to account suspension. Any brand that is known to enforce their IP is a HUGE warning for unauthorised sellers.

Transparency

Attach a unique alphanumeric code to every product unit, ensuring only authentic items can be listed or fulfilled.

• Per‑unit cost: $/£0.01 – 0.05 depending on volume—a small investment for near‑total channel control

• Global coverage: Valid in the US, Canada, EU markets, the UK, Australia, and Japan.

• Prevents duplicates: Any listing lacking a valid code is automatically blocked.

Project Zero

Amazon’s free program (invite‑only) combines machine‑learning scans with self‑service removal tools:

• Automated Protections scan billions of listings daily for suspected counterfeits.

• Self‑Service Removal lets you instantly take down infringing listings without waiting on Amazon.

• Invite only after all criteria has been met. This is a strong tool so is not handed out to anyone.

Contact Sellers Directly

Depending on the nature of your brand, many unauthorised sellers lack proper invoices due to how they source products. A polite letter or email reminding them that Amazon requires detailed, authorised invoices, and warning of potential account health impacts – is often strong enough for them to stop. With Amazon’s low tolerance for inauthentic goods, they have been increasingly handing out account suspensions and Section 3 reviews which are detrimental to sellers.

Control Your Supply Chain

Tighten your wholesale agreements to prohibit resale on Amazon, and monitor distributor orders so you can spot and stop them reaching Amazon sellers. It is all too common for Amazon sellers to pitch themselves as wholesale or procurement businesses, just to sell your products solely on Amazon.

Offer Amazon‑Exclusive Products

Develop unique SKUs or slightly differentiated bundles only on Amazon. This avoids retail conflict, deters unauthorised resellers, and lets you pilot new lines without impacting other channels.

Appoint Authorised Seller(s)

If you don’t sell directly on Amazon, designate a trusted partner who will:

• Regain control of your brand image and presence.

• Ensure consistent pricing and brand messaging

• Provide brand protection to stop/limit seller activity

• Offer simplified operations of only dealing with 1 vendor

• Provide customer service aligned with your standards

• Share performance data and insights

• Drive a cohesive growth strategy for future direction

Partner with Us

We provide a top‑down audit of your Amazon footprint, combining these tools and tactics into a tailored roadmap. Contact us today to explore how we can safeguard and scale your brand on Amazon.