Building your brand on Amazon takes time, creativity, and trust. But sometimes, just when things start taking off, your listing gets hijacked. Someone jumps onto your ASIN, undercuts your price, and sells fake versions of your product.
These hijackers and counterfeiters don’t just steal sales — they can destroy your hard-earned reputation. Here’s how to identify, prevent, and fight hijackers on Amazon before they cause serious damage.
What Are Amazon Hijackers and Counterfeiters?
Amazon hijackers are unauthorized sellers who list fake or low-quality copies of your product under your existing listing. They use your ASIN and photos but deliver poor-quality goods at lower prices stealing your Buy Box and hurting your brand image.
Counterfeiters, on the other hand, create complete replicas of your product and packaging. They often deceive customers into believing they’re buying the original, leading to refunds, negative reviews, and lost trust.
In short: hijackers and counterfeiters feed off your success.
How to Tell If Your Amazon Listing Is Hijacked
Here are a few red flags that your listing may be compromised:
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Your Buy Box suddenly disappears or rotates frequently.
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You notice new sellers under your product who you don’t recognize.
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Customers start complaining about poor quality or fake packaging.
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Sales drop even though your ads and ranking remain the same.
If you spot these signs, act immediately — time is critical.
1. Enroll in Amazon Brand Registry
The Amazon Brand Registry is your first defense against hijackers. It verifies that you’re the brand owner and gives you tools to protect your listings.
Once enrolled, you can:
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Report counterfeit sellers directly through the Report a Violation tool.
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Control your product titles, descriptions, and images.
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Prevent unauthorized edits to your listings.
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Unlock access to A+ Content, Brand Analytics, and Sponsored Brands Ads.
Pro tip: Use Brand Registry even before your first product launch. It’s the foundation for all other brand protection features.
2. Join the Amazon Transparency Program
The Amazon Transparency Program is a product verification system that ensures only genuine items reach your buyers.
Each product gets a unique 2D Transparency code. When a customer or Amazon scans that code, the system verifies authenticity before shipment.
If a hijacker tries to ship a fake without a valid code, Amazon blocks it automatically.
Benefits:
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Prevents counterfeit products from being shipped.
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Builds customer trust through authenticity scans.
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Provides insights into your distribution chain.
Best for: Sellers who ship high-value or branded products at scale.
3. Use Amazon Project Zero
Project Zero is Amazon’s most powerful anti-counterfeit tool. It gives brand owners the ability to remove counterfeit listings instantly without waiting for Amazon support.
Key features include:
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Self-service counterfeit removal delete fake listings yourself.
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Automated detection Amazon’s system learns from your removals.
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Integration with Transparency for full product-level protection.
Project Zero is best for brands that have experienced frequent hijacking attempts or counterfeit issues.
4. Report and Remove Hijackers Quickly
When you confirm an unauthorized seller on your listing, don’t waste time — report them right away.
Here’s how:
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Confirm the hijack: Check if the seller is truly unauthorized.
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Buy their product: Use it as physical evidence.
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Take photos and notes: Compare packaging, quality, and branding.
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File a complaint: Go to Report a Violation in Brand Registry.
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Submit an infringement claim: Detail the IP violation with proof.
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Send a cease-and-desist letter: Request removal within 24–48 hours.
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Consult a lawyer if it’s a repeated issue.
The faster you respond, the less long-term damage your listing will face.
5. Strengthen Your Product and Packaging Branding
Even outside of Amazon’s programs, strong branding is a powerful shield.
Add your logo, brand name, and website to both your product and packaging. Use unique designs that counterfeiters can’t easily copy.
Why it works:
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Buyers instantly recognize your product.
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Counterfeiters are discouraged from copying.
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You have proof of ownership if hijackers appear.
Branded packaging also makes your product feel premium which helps with conversion rates and customer loyalty.
Bonus Tips to Protect Your Amazon Brand
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Monitor your listings daily using tools like Helium 10 or Keepa.
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Set up alerts for sudden price changes or new sellers.
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Register your trademarks before launching new products.
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Use unique SKUs and barcodes to track supply chain authenticity.
Hijackers and counterfeiters are a real threat but they’re beatable. By using Amazon Brand Registry, Project Zero, and Transparency, you can keep your listings secure and your customers confident.
