Hijackers removed from the Buy Box and a transparency programme set up

Buy Box share had fallen to 38% on the hero ASIN. Reviews mentioning "fake" and "different from before" were arriving weekly, and the brand's own rating dropped from 4.6 to 4.2.

• Test-bought from each of the four sellers and documented the differences (packaging, weight, print quality).
• Filed Report a Violation cases through Brand Registry with the test-buy evidence; escalated two through the counterfeit crimes channel.
• Enrolled the ASIN in Transparency so every unit carries a code Amazon checks at receiving.

All four sellers removed within 21 days; Buy Box share back to 97%; rating recovered to 4.5 within four months as the fake-unit reviews aged out. No unauthorised seller has appeared on the listing since Transparency went live.

Why it worked

A report that says "this seller is fake" is an opinion. A test purchase with photos of the differences is evidence, and the brand tools act on evidence. Unit-level codes then closed the door, because stock without a valid code is refused at the warehouse.

What a brand owner can do

• Watch the featured offer share on your main products weekly. A sudden fall is often the first sign.
• Make test purchases and record packaging, weight, print and batch details.
• File reports through the brand registry tools, one seller per report, with the evidence attached.
• Consider unit-level authentication codes for the products that are copied most.