Our In-Depth Guide on How to Protect Your Brand on Amazon

Quick Summary

This guide explains how to protect your brand on Amazon using both the traditional method and AI-powered solutions. We compare these approaches and outline the best practices to help you safeguard your brand, prevent counterfeit sales, and maintain customer trust. For more insights and tips on brand protection, explore our blog.

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Want to Protect Your Brand on Amazon?

Amazon seized over 15 million counterfeit products on its marketplaces in 2024 alone. Each of these products represents stolen revenue, damaged reputation, and eroded customer trust for brands like yours. 

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The question isn't whether counterfeiters are targeting your brand on Amazon. It's how much revenue and customer trust you're losing while they do it.

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In this MarqVision guide, we’ll walk you through how to protect your brand on Amazon, using both traditional methods and AI-powered solutions. You'll learn how to ensure every sale meant for your brand goes to your business, while maintaining customer trust on the world's largest marketplace.

But first… 

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Why Listen to Us?

At MarqVision, we’ve helped many businesses protect their brands on global marketplaces, using advanced AI-powered solutions to detect and remove unauthorized sellers. Our cutting-edge technology and proven track record position us to guide you on how to protect your brand on Amazon. 

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What It Means to Protect Your Brand on Amazon

Protecting your brand on Amazon means defending your company’s intellectual property from the staggering number of counterfeit listings and unauthorized sellers that exploit the marketplace. Unfortunately, while millions of counterfeit products are seized, countless others still escape detection, posing a constant threat to your brand’s reputation and customer trust.

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In 2023, Amazon estimates it spent $1.2 billion on anti-counterfeit efforts. This shows how widespread the problem is and why you need a more proactive, technology-driven approach.

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A truly comprehensive approach involves actively monitoring and taking down fraudulent listings, unauthorized sellers, and instances of brand abuse. This safeguards your revenue and market share while also preserving the authenticity of your customers' experience.

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Why Should You Protect Your Brand on Amazon?

• Revenue Protection: Significant loss of revenue and market share due to the sale of counterfeit products and competition from unauthorized sellers.
• Brand Reputation: Direct damage to your brand's image and customer trust from poor quality fakes and negative reviews.
• Customer Safety: A responsibility to protect consumers from the potential harm and safety risks posed by fake, unregulated products.
• Proactive Threat Management: The power to anticipate and block new counterfeit threats and fraudulent sellers before they can harm your brand.
• Legal Compliance: To avoid legal issues related to unauthorized sellers or trademark violations.

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How to Protect Your Brand on Amazon

Method 1: Using AI-Powered Solutions Like MarqVision (Recommended)

With AI, protecting your brand on Amazon becomes faster and more efficient. AI-powered tools continuously monitor Amazon listings for counterfeit products, unauthorized sellers, and suspicious activity. They can instantly detect fake listings, trademark violations, and brand misuse, reducing the need for constant manual checks.

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A tool like MarqVision makes this easier. Our AI-powered solution detects and stops counterfeits, unauthorized sellers, and brand misuse on Amazon and across 1,500+ digital channels. 

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Whether you’re a fashion, beauty, pharmaceutical, or auto brand, we provide real-time monitoring and automated takedowns, helping you recover lost revenue without manual effort.

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Here are some of what we offer:

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• Precise AI-Powered Detection: Our predictive generative AI (Marq AI) instantly detects disguised threats that manual searches miss, with up to 99% degree of accuracy.
• Real-Time Amazon Monitoring: Continuous scanning of all Amazon marketplaces globally and detection of counterfeit listings and unauthorized sellers the moment they appear on the platform.
• Automated Takedown Process: Simplified removal requests through direct integration with Amazon's enforcement systems, eliminating counterfeit listings within 24-48 hours without manual intervention.
• Test Purchase Verification: Physical purchases and verification of suspicious products to provide the concrete evidence Amazon requires for guaranteed takedowns of sophisticated counterfeits.
• Seller Network Mapping: Tracking and identifying entire counterfeit operations across multiple Amazon accounts, preventing banned sellers from simply relisting under new storefronts.
• Multi-Marketplace Coverage: Simultaneous brand protection across Amazon US, UK, Germany, Japan, and all international Amazon marketplaces from a single dashboard.
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How to Sign Up for MarqVision:

1. Visit our Website: Go to MarqVision.com and click on “Request a Demo” or “Get Started.”
2. Fill Out the Form: Provide basic information about your business, including company name, industry, and contact details.
3. Schedule a Demo: Choose a convenient time for a demo with one of MarqVision’s brand protection specialists.
4. Personalized Walkthrough: During the demo, you’ll see how MarqVision monitors listings, detects counterfeits, and automates enforcement tailored to your brand.
5. Official Signup: After the demo, decide on the plan that fits your business. Our team will guide you through the onboarding process so you can start monitoring and protecting your brand immediately.

Method 2: The Traditional Approach

Trademark Registration

Officially register your brand with the relevant trademark office to secure legal ownership. This gives you the right to take action against counterfeiters and unauthorized sellers.

Brand Registry Enrollment

Sign up for Amazon Brand Registry to access tools that help protect your listings, control how your brand appears, and report violations quickly.

To do this, follow these steps:

• Sign in: Log in to Amazon Brand Registry with your Seller account credentials.
• Submit trademark info: Enter your trademark number and country of registration.
• Provide brand details: Fill in your brand name, product categories, and related listings.
• Verify identity: Submit any requested documents to confirm your identity.
• Complete enrollment: Wait for Amazon’s approval to enroll your brand.
• Access tools: Use Brand Registry tools to manage and protect your listings.

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Manual Monitoring

Regularly check your product listings, reviews, and seller accounts to spot counterfeit products or unauthorized sellers before they harm your reputation or revenue.

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Reporting Infringements

Use Amazon’s reporting system to flag fake listings, misleading product details, or trademark violations, prompting Amazon to remove infringing content.

Take these steps to report infringements of Amazon:

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• Log in to Seller Central: Sign in to your Amazon Seller Central account.

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• Go to the Brand Registry Page: Navigate to the “Brand Registry” section under your account settings.

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• Select “Report a Violation”: Click on the option to report a violation under the "Protect Your Brand" tab.

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• Choose the Infringement Type: Select the type of infringement, such as counterfeit products, trademark violations, or misleading product details.

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• Provide Details: Fill in the required information, including the ASIN(s) of the infringing product(s), the nature of the violation, and any relevant evidence (e.g., screenshots).

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• Submit the Report: Review the details and submit the infringement report to Amazon.

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• Track the Status: Monitor your case through the “Manage Reported Infringements” section to see if Amazon takes action.

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Legal Action

Send cease-and-desist letters or pursue legal cases against persistent counterfeiters to enforce your rights and deter others from infringing on your brand.

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Real Brand Examples of Fighting Counterfeits on Amazon

Apple Vs Amazon Fake Seller

In 2016, Apple discovered a flood of products on Amazon falsely sold under its brand. After nine months of testing more than 100 power cords, lightning cables, and iPhones, the company found that nearly 90% were counterfeit, and most were traced back to a single seller.

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Apple filed a trademark lawsuit against the seller, Mobile LLC, to protect its brand and customers. The fake products were low quality, unsafe, and harmed Apple’s reputation. This case shows how much damage counterfeiters can cause and the effort needed to stop them.

Ferragamo Vs Amazon Counterfeiter

In 2021, Amazon and Salvatore Ferragamo discovered counterfeit Ferragamo belts being sold on Amazon and promptly filed joint lawsuits against the seller. The investigation involved collaboration with Amazon’s Counterfeit Crimes Unit and international authorities, including raids on warehouses holding hundreds of fake products.

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A permanent injunction was issued against the fake seller in 2023. This case is an example of how counterfeiting affects brands and how much work it takes to stop even one seller on Amazon.

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Why AI-Powered Solutions Like MarqVision Are a Better Option For Protecting Your Brand on Amazon

We’ve compared MarqVision and the traditional method across key criteria to help you understand why AI-driven solutions deliver stronger protection and long-term results for your brand. 

Real-Time Monitoring

Traditional methods require manual checks of Amazon listings, often missing subtle infringements or delays in detection. MarqVision continuously scans all Amazon marketplaces and other channels in real time, instantly spotting counterfeit products and unauthorized sellers with up to 99% accuracy.

Immediate Enforcement

With traditional approaches, takedowns and legal actions happen only after infringements are reported, causing delays. MarqVision automates enforcement immediately, removing fake listings and suspicious sellers as soon as violations are detected.

Thorough Coverage

Manual monitoring usually focuses on high-risk marketplaces, leaving many platforms unchecked. MarqVision scales across Amazon, over 1,500 other marketplaces, websites, social media, and even emerging digital channels, providing broad, global brand protection.

Reporting and Insights

Traditional reporting is slow and often incomplete, requiring teams to compile data manually. Our AI-powered dashboards provide real-time insights, trend analysis, and actionable recommendations, helping brands make fast, informed decisions to protect revenue and reputation.

Efficiency and Cost

Manual methods are labor-intensive and time-consuming, increasing costs as brands scale. MarqVision’s AI system streamlines processes, reduces human error, and allows smaller teams to manage protection effectively, providing a more cost-efficient solution for ongoing brand security.

Scalability

Traditional methods struggle as your brand expands across multiple marketplaces or regions. MarqVision helps you scale effortlessly, adapting to growing product lines, new markets, and increased online activity without adding extra resources.

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Best Practices for Protecting Your Brand on Amazon

Leverage Amazon’s "Project Zero"

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Amazon’s "Project Zero" is an exclusive tool that allows brand owners to directly remove counterfeit listings without involving Amazon. While it’s only available to select brands, applying for access to this program can significantly speed up the removal process and reduce your dependency on Amazon’s standard processes.

Use Custom Packaging and Branding

One often overlooked strategy is customizing your packaging and adding unique identifiers (like QR codes or RFID tags). This makes it easier to track and prove authenticity, especially when dealing with counterfeiters who replicate your products. It also helps in identifying genuine products more efficiently for customers, improving trust.

Monitor Seller Performance Metrics

Keep an eye on your Amazon seller performance metrics, especially for unauthorized third-party sellers. If you notice a seller consistently receiving high ratings with suspiciously low-priced products, it could be an indicator of counterfeit activity. Engage with Amazon’s Seller Performance Team to flag these sellers before they gain too much traction.

Be Proactive with Intellectual Property Complaints

File intellectual property complaints early and often. Many brands wait until they’ve been impacted, but proactively submitting these complaints, especially when you notice a pattern, can help Amazon take faster action. The more detailed and frequent your complaints, the better your chances of preventing larger issues down the line.

Engage with Customers Post-Sale

Creating an open line of communication with your customers can help identify counterfeit issues early. If a customer reaches out about receiving a suspicious product, it could be a sign of a counterfeit issue you haven’t noticed yet. Offering responsive, excellent customer service also builds brand loyalty and creates a strong defense against fraud.

Monitor External Marketplaces and Social Media

Fraudulent listings often appear on sites like eBay, Alibaba, or even social media platforms like Instagram. Regularly scanning these channels can help you spot counterfeit sellers and unauthorized resellers before they come to Amazon’s attention. Use social listening tools to keep tabs on mentions of your brand, product names, and images across the web.

Educate Your Customers

Provide clear, easily accessible information on your Amazon product listings about how to identify authentic products. This could be through special logos, packaging details, or a product authenticity verification system. Educating your customers about how to recognize fake items helps reduce the impact of counterfeiting and strengthens your brand’s credibility.

Note: Most of the best practices for brand protection are built into an AI-powered tool like MarqVision. Our platform manages continuous monitoring, instant counterfeit detection, automated takedowns, and actionable reporting. This lets you focus on growing your business while your brand stays protected across Amazon and other digital channels.

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Choose MarqVision for Seamless Brand Protection on Amazon

Traditional brand protection methods can no longer keep pace with the sophisticated tactics counterfeiters now use on global marketplaces. What you need is an AI-powered solution that delivers real-time monitoring, automated takedowns, and global coverage to safeguard your brand everywhere, not just on Amazon.

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That’s where MarqVision comes in. We help you eliminate counterfeits, recover lost revenue, and protect your reputation with speed and ease. Our AI-driven system scans multiple platforms, detects counterfeit listings instantly, and removes them within hours, ensuring your brand stays secure across Amazon and beyond.

Request a free demo today and start protecting your brand easily.

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