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Protecting Your Brand on Amazon

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Amazon's stock just hit another all-time high . It’s estimated that Amazon controls more than 38% of the ecommerce market in the United States and unless you’ve been hiding under a rock, you know Amazon also has a counterfeit problem. We continue to see more and more news about Amazon’s counterfeit issues, but most of the articles’ conclusions, seem to be that Amazon simply needs to do more to police third party sellers. While we agree that Amazon should do more, we think all platforms should be more transparent and accountable. And, while we have high hopes that regulation will someday incentivize ecommerce platforms to better self-monitor, we want to share how you can analyze and combat the Amazon counterfeits afflicting your brand. Understanding Amazon’s marketplace can be confusing to many but understanding its’ structure is paramount to protecting your brand. Copyrighted image misuse Amazon’s crisp images and informative product pages create an inviting, tidy, and user-frie...
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Brand Protection ROI

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Measuring your enforcement efforts return on investment is one of the more difficult aspects of the brand protection space. Counterfeits harm businesses in multiple ways: They steal business away by deceiving unsuspecting consumers. Sometimes counterfeits are only marginally cheaper than authentic products, and those buyers would happily pay the difference to ensure they received the real item. When counterfeits are abundant and priced lower than authentic goods, it can lower the market value of authentic goods, further damaging the profits earned by both the authentic retailers and brand owners. Counterfeits threaten the reputation and goodwill that brands have established. When consumers purchase items that don’t meet expectations, they are more likely to leave negative reviews or share negative experiences than happy customers are to provide positive feedback. Such negative feedback can have a devastating impact on brands producing quality goods. Counterfeits rob luxury brands of ...
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