Stay Ahead of Amazon’s Unauthorized Sellers

Explore strategies to protect your brand against unauthorized sellers by understanding their motivations and impact on the marketplace.

For many Amazon brands, unauthorized sellers are a mysterious adversary that can impact consumer trust, your reputation and, ultimately, your bottom line. But who exactly are these unauthorized sellers? And what motivates their nefarious approach to competing on the platform?

In this blog post, we will dive into the details of unauthorized sellers on the world’s biggest marketplace and explore the types you’re most likely to encounter on Amazon. By understanding these unique competitors, you can better protect your brand, maintain consumer trust, and keep your Amazon business thriving in an already challenging ecommerce environment.

Unauthorized sellers are attracted to Amazon

Unauthorized sellers on Amazon sell products without obtaining the necessary permission or consent from the brand owner or manufacturer. They acquire products through various legal or semi-legal means and offer these items for sale on the platform with the goal of making a profit.

The allure of becoming an unauthorized seller stems from several factors. One of the primary motivations is the potential for profitability. Unauthorized sellers often buy products at lower costs and then resell them at a higher price on Amazon, earning a profit from the margin.

Another motivation is the ease of setting up a business on Amazon. With the platform’s user-friendly interface, it’s relatively simple for anyone to create a seller account and start listing products. This low barrier to entry makes unauthorized selling an attractive option for many.

Unauthorized sellers are also drawn to this model due to the opportunity to exploit gaps in demand and supply. By identifying products that are in high demand but have limited availability on Amazon, these sellers can fill this gap and command higher prices, leading to substantial revenue.

The global reach of Amazon’s marketplace is another reason they flock to Amazon. Unauthorized sellers can tap into markets that they might not have access to otherwise, selling products that aren’t readily available in certain regions or countries.

Finally, the anonymity provided by online platforms allows unauthorized sellers to operate with a degree of impunity, at least until brand owners or manufacturers detect them.

Despite the appeal to some sellers, unauthorized selling can lead to severe legal and ethical issues, including the violation of Amazon’s policies and potential infringement of intellectual property rights. It’s crucial for sellers on Amazon to ensure they operate within the rules, obtaining necessary authorizations and permissions before listing products on the platform.

Many types of unauthorized sellers operate on Amazon

Amazon has become a hotbed for different types of sellers, attracting millions of businesses worldwide to list their products and reach a global audience. However, the diversity of sellers that Amazon is known for also applies to the unauthorized sellers who infringe on brands, use unethical tactics, and violate Amazon’s policies. Each type poses unique challenges to brands and consumers alike, warranting a closer look into their specific characteristics. 

Individual Resellers

Individual resellers are people who buy products at retail prices and then resell them on Amazon, often without the brand owner’s permission. These sellers typically don’t provide any customer service and may not comply with existing pricing guidelines for the products they are selling. Their operations can harm your brand’s image and affect its perceived market value.

Wholesale Distributors

Wholesale distributors are larger entities that purchase products in bulk directly from manufacturers or brand owners and then resell them on Amazon. When they do this without the consent of the brand owner, they become unauthorized sellers. They usually have a more comprehensive product range and can offer lower prices due to the economies of scale.

Gray Market Sellers

Gray market sellers obtain products through legal but unofficial channels. This could include buying from international markets where the product is priced lower or from distributors looking to offload excess inventory. They then sell these products on Amazon, often undercutting the official retail price. These sellers can erode the perceived value of your brand and lead to price wars.


Counterfeiters sell fake or imitation products that infringe on the intellectual property rights of others. These products often mimic the look of your product but are usually of lesser quality. Counterfeit products can significantly damage your brand’s reputation, erode customer trust, and lead to negative reviews.


Liquidators acquire products from businesses that are closing down, selling off excess inventory, or even from other liquidators, and then sell these products on Amazon without permission from the original brand owner. They often offer items at significantly lower prices, and their product conditions may vary widely, as they often sell used, refurbished, or open-box items.

Retail Arbitrage Sellers

Retail arbitrage sellers buy products from physical retail stores during sales or clearance and then sell them on Amazon at a profit. While this practice is not illegal, it can become problematic if the products are not stored or handled properly, leading to poor customer experiences and negative feedback.


Dropshippers list products on Amazon that they don’t physically have in stock. When they receive an order, they purchase the product from a third-party supplier who ships it directly to the customer. This can lead to shipping delays, quality control issues, and inconsistent customer experiences, all of which can negatively impact your brand’s reputation.

The negative impacts of Amazon’s unauthorized sellers 

Unauthorized sellers on Amazon have a significant impact on both brands and consumers. For brands, the presence of unauthorized sellers can lead to price erosion. These sellers often undercut a brand’s pricing strategy, forcing it to compete on price rather than quality or service. This shift can devalue the brand in the eyes of consumers and harm its reputation.

Unauthorized sellers can also cause a loss of control over a brand’s image and customer experience. Since these sellers are not bound by the brand’s guidelines or standards, they may provide subpar customer service or use misleading product descriptions and images. These inconsistencies can lead to negative customer reviews and feedback that are associated with the brand, not the unauthorized seller.

For consumers, purchasing from unauthorized sellers can lead to a variety of issues as well. They may receive products that are damaged, expired, or not as described. In some cases, they may even receive counterfeit products. Since unauthorized sellers are not accountable to the brand, it can be challenging for consumers to resolve these issues or get refunds.

Furthermore, unauthorized sellers can disrupt the trust between consumers and brands. Consumers who have negative experiences with unauthorized sellers may blame the brand, leading to a loss of trust and loyalty. They may also become wary of purchasing from Amazon due to concerns about product authenticity and reliability.

Take a proactive approach to unauthorized sellers

Brand protection from unauthorized sellers on Amazon is a multi-faceted process that requires ongoing vigilance and proactive measures.

It’s crucial to register your brand through Amazon’s Brand Registry program. Doing so will give you more control over your product listings and make it easier for you to take action against unauthorized sellers. You’ll need to provide Amazon with your brand’s trademark information, and once registered, you’ll have access to tools that will help you manage and protect your brand.

Monitoring your listings regularly is also vital for spotting unauthorized sellers. Watch for sudden changes in your sales, customer reviews, or product rankings, as these could be signs of unauthorized activity. It’s also important to check your listings for any changes that you didn’t authorize, such as changes to product images, descriptions, or prices.

Be sure you are enforcing strict distribution agreements, which can help prevent unauthorized selling. Clearly define the terms of distribution, including where your products can be sold and who can sell them. Make sure your distributors understand these terms and enforce penalties for violations.

Additionally, consider implementing Minimum Advertised Price (MAP) policies. By setting a minimum price that resellers must adhere to when advertising your products, you can prevent unauthorized sellers from undercutting you and devaluing your brand. However, bear in mind that while you can enforce MAP policies among your authorized resellers, it’s more challenging to enforce them among unauthorized sellers.

If you do identify an unauthorized seller, there are several steps you can take. Start by sending a cease and desist letter outlining the infringement and requesting that they stop selling your products. If this isn’t effective, you can report the issue to Amazon. Provide as much detail as possible, including evidence of the infringement. Amazon may investigate the issue, but it is often difficult to get them to take action. 

Be ready for anything with Amify

Of course, working with a partner like Amify that has experience in brand protection can be extremely helpful, too. A partnership with us places experts by your side to help identify threats, analyze the data and build an optimization plan that aligns with your budget and goals. 

Start a conversation today to find out more.

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