How to deal with listing hijackers or counterfeit sellers

Introduction

Few things infuriate Amazon sellers more than hijackers — unauthorised sellers who jump on your listings and undercut your price, often with counterfeit or grey-market stock.

The result? Lost sales, negative reviews, and a damaged brand reputation that can take months to recover.

Amazon’s open marketplace model makes it easy for third parties to resell products, but when they use your ASINs without permission, it crosses the line into listing hijacking.

At Amersify, we’ve dealt with this countless times. While Amazon doesn’t always move quickly, there are clear steps you can take to detect, report, and prevent hijackers. This guide breaks down how to handle the situation efficiently — without damaging your own account.

1. What Is a Hijacker on Amazon?

A hijacker is any unauthorised seller who lists on your branded ASIN and attempts to win the Buy Box by offering a lower price or selling counterfeit goods.

They typically appear in the “Other Sellers on Amazon” section of your listing, often shipping from different locations or using FBM instead of FBA.

Common Signs of a Hijacker:

• Sudden loss of Buy Box despite steady pricing.

• Spike in returns or negative reviews (often citing poor quality).

• Listing changes you didn’t make — such as altered titles, bullets, or images.

• “New” offers from unknown sellers under your ASIN.

💡 Amersify insight: Most hijackers appear after your listing gains traction or ranks highly in search. They’re targeting proven listings to exploit existing demand.

2. Why Hijacking Happens

Hijackers exploit Amazon’s system because:

• Anyone can list under an existing ASIN (unless it’s protected by Brand Registry).

• Amazon prioritises the lowest-priced FBA offer for the Buy Box.

• Counterfeiters see opportunity in popular or trending products.

• Grey-market resellers flip bulk-discounted stock without approval.

In short: if your brand isn’t protected by Amazon Brand Registry, you’re an open target.

3. Immediate Steps When You Spot a Hijacker

The moment you identify suspicious sellers on your listings, act fast. The longer they remain active, the harder it is to regain control.

Step 1: Confirm It’s Not an Authorised Reseller

Check your distributor list or past partnerships. Genuine resellers may be entitled to sell your products legally if there’s no contract preventing them.

If they’re unapproved, move on to the next step.

Step 2: Document Everything

Before reporting, take screenshots showing:

• The ASIN and product title.

• The hijacker’s name, price, and delivery details.

• Any differences between your listing and theirs (packaging, content, etc.).

• Customer reviews mentioning counterfeit or poor quality.

Keep these as evidence — Amazon may request them later.

Step 3: Buy the Hijacker’s Product (Optional but Useful)

Order one unit from the suspicious seller using a neutral account. This allows you to confirm whether it’s genuine or counterfeit.

If fake, photograph the product and packaging — this is powerful evidence for Amazon’s enforcement team.

Step 4: File a Report to Amazon

Go to:

Brands → Report a Violation (via Brand Registry)

or, if not enrolled, use the Report Infringement Form:

https://www.amazon.co.uk/report/infringement

Provide:

• ASIN and product link.

• Hijacker’s seller name.

• Description of the issue.

• Screenshots or order evidence.

Amazon’s internal team will investigate and, if confirmed, remove the offending seller.

💡 Amersify tip: Reports filed through Brand Registry are prioritised. If you’re not enrolled yet, that should be your first move.

4. How to Remove Counterfeit or Grey-Market Sellers

Amazon treats counterfeiting as a serious policy violation under its Anti-Counterfeiting Policy. You can use several reporting routes depending on your account type:

💡 Pro tip: Keep your report factual and unemotional. Focus on evidence and policy breaches — Amazon responds faster to clear, concise claims.

5. Long-Term Protection Strategies

Prevention is far more effective than reaction. Once your brand is consistently targeted, hijackers can reappear under new names.

Here’s how to protect yourself long-term.

✅ Join Amazon Brand Registry

Enrol your trademark to unlock enforcement tools like:

• Brand Reports: Identify unauthorised sellers.

• Report a Violation: Direct reporting channel to Amazon’s IP team.

• Transparency Programme: Apply unique serial codes to each product to stop counterfeits before shipment.

📄 Requirements: You’ll need an active registered trademark in your selling region. Pending marks (with serial numbers) are now often accepted in early-stage enrolments.

✅ Use the Transparency Programme

Each unit gets a unique, scannable code verified by Amazon before dispatch. Counterfeit units are automatically flagged.

While this adds operational cost, it’s the most effective anti-counterfeit measure available for branded sellers.

✅ Tighten Your Supply Chain

Ensure that authorised resellers:

• Sign agreements prohibiting Amazon resale.

• Purchase directly through your verified channels.

• Use consistent barcodes (GTIN/UPC/EAN) to avoid duplicate listings.

💡 Amersify recommendation: Maintain a reseller authorisation letter template. If a hijacker claims they’re an authorised distributor, you’ll have documentation ready for Amazon.

✅ Monitor Your Listings Regularly

Check the “Other Sellers on Amazon” section on your top listings weekly. Tools like Helium 10, SellerAmp, or Pacvue Brand Intelligence can automatically detect new sellers appearing under your ASINs.

✅ Protect Your Intellectual Property

Register your:

• Trademarks with your country’s IP office.

• Designs or packaging (if unique).

• Copyrighted assets such as A+ Content and imagery.

These registrations give you leverage to file infringement reports that Amazon must take seriously.

6. What Not to Do

It’s tempting to retaliate, but avoid these mistakes:

• Never threaten hijackers directly — it violates Amazon’s communications policy.

• Don’t change listings in frustration — altering titles or attributes can trigger automated suppression.

• Avoid false infringement claims — submitting inaccurate reports can backfire and affect your Account Health.

💡 Amersify warning: Amazon takes false or repeated reports seriously. Always have documented proof before submitting an infringement notice.

7. What to Expect After Reporting

Amazon typically reviews reports within 2–7 business days. Outcomes include:

• Removal of the hijacker’s offer.

• A policy warning against the offender.

• In repeat cases, permanent suspension of the seller’s account.

If Amazon declines your claim, you can appeal through Brand Registry or Seller Support, providing additional evidence (such as your own order photos).

Patience is key — enforcement can take several interactions before full removal.

FAQs

How can I check if I’m Brand Registered?

Go to Brands → Brand Dashboard. If you see your brand name listed, you’re enrolled. If not, start the registration process immediately.

Can I stop all resellers from selling my products?

Not entirely — but you can make it difficult through clear distribution contracts, unique packaging, and the Transparency Programme.

Does Amazon refund customers for counterfeit goods?

Yes. If Amazon determines the item was counterfeit, it refunds the customer and may hold the hijacker liable. You’re not financially penalised.

What’s the difference between counterfeit and grey-market goods?

Counterfeit = fake products pretending to be yours.

Grey-market = genuine goods sold outside authorised distribution channels.

Summary

Dealing with hijackers and counterfeit sellers is part of the Amazon landscape, but you’re not powerless.

Detect them early, document thoroughly, and report through the right channels.

Most importantly — protect before you react.

Enrol in Brand Registry, tighten your reseller network, and use Amazon’s enforcement tools to your advantage.

At Amersify, we work with brands to implement prevention strategies that stop hijackers before they strike — keeping listings clean, protected, and profitable.