The Hidden Threat of Unauthorized Sellers on Amazon

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Ever wonder why your brand’s carefully crafted pricing, reputation, and customer trust can suddenly take a hit? The answer often lies in unauthorized sellers—those who list and sell your products without permission. These sellers can cause price wars, introduce counterfeits, and create a frustrating experience for both you and your customers.


Amazon’s Transparency Program is a powerful tool against counterfeiters, ensuring that only authentic products reach buyers. But here’s the catch—it doesn’t automatically stop unauthorized resellers from listing genuine products acquired through unauthorized channels. That’s where a multi-layered approach comes in.


In this guide, we’ll break down how to maximize the Transparency Program’s benefits while incorporating additional strategies to protect your brand, maintain control over your listings, and keep unauthorized sellers at bay.


Understanding Amazon’s Transparency Program

Amazon’s Transparency Program is a serialization service designed to prevent counterfeit products from reaching customers. By assigning unique Transparency codes to each unit of a product, Amazon can verify its authenticity before fulfillment. However, it's important to note that while Transparency effectively deters counterfeiters, it doesn't prevent unauthorized resellers from acquiring genuine inventory and undercutting your brand. This is why brands must combine transparency with other brand protection strategies.


Who Are Unauthorized Sellers on Amazon?

An unauthorized seller is any individual or business that lists and sells your products on Amazon without your permission. These sellers typically acquire inventory through various means, such as:

  • Gray Market Sellers – They purchase products through legitimate channels and resell them without authorization.
  • Counterfeiters – They produce and sell fake versions of branded products, often infringing on trademarks and intellectual property rights.
  • Unauthorized Retailers – They obtain products through unauthorized means and list them on Amazon without your permission.


How Unauthorized Sellers Harm Your Brand

Unauthorized sellers can have several negative impacts on your business, including:

  • Loss of Customer Trust – Customers may unknowingly purchase from unauthorized sellers, leading to issues like poor quality or counterfeit products.
  • Price Erosion – Unauthorized sellers often engage in price wars, undercutting your brand and reducing your profit margins.
  • Damage to Brand Reputation – Inferior or counterfeit products can lead to negative reviews and a tarnished brand image.
  • Loss of Control – When multiple unauthorized sellers list your products, it becomes difficult to maintain a consistent brand experience.


How to Use Amazon’s Transparency Program to Protect Your Brand

The Transparency Program is one of Amazon’s most effective solutions for combating counterfeiters and protecting brand integrity. Here’s how you can leverage it to its full potential:


1. Enroll in the Transparency Program

To enroll in the Transparency Program, your brand must meet the following criteria:

  • You must be the brand owner.
  • Your products must have a scannable barcode (UPC, EAN, or GTIN).
  • You must apply unique Transparency codes to each unit.

Once enrolled, every unit you sell will have a Transparency code that Amazon scans before fulfillment. This ensures only authentic products reach customers and prevents counterfeit listings.


2. Educate Customers on Transparency Codes

Amazon provides a Transparency app that allows customers to scan and verify product authenticity before purchasing. Encourage your customers to use this tool to ensure they receive genuine products directly from your brand.


3. Monitor Your Transparency Dashboard

The Transparency Program provides a dashboard where brands can track products and identify potential unauthorized sellers attempting to distribute counterfeit or unverified products.


Additional Strategies to Stop Unauthorized Sellers on Amazon

While the Transparency Program is effective against counterfeiters, it does not automatically remove unauthorized resellers. Here are additional steps to fortify your brand protection efforts:


1. Enroll in Amazon Brand Registry

If you haven’t already, enroll in Amazon Brand Registry. This program gives you access to:

  • Advanced brand protection tools.
  • The ability to report unauthorized sellers.
  • Greater control over your product listings and content.


2. Implement Distribution Agreements

To prevent unauthorized sellers from obtaining your products, establish legally binding distribution agreements with authorized resellers. These agreements should clearly define:

  • Where and how your products can be sold.
  • Minimum advertised pricing (MAP) policies.
  • Consequences for violations.

If a distributor breaks these terms, you have legal grounds to take action against them.


3. Apply for Amazon’s Brand Gating

Brand Gating is an Amazon program that restricts unauthorized sellers from listing your products. To qualify, you must:

  • Prove brand ownership.
  • Demonstrate the risk of counterfeit or unauthorized sales.
  • Submit trademark documentation.

Once approved, only authorized sellers will be able to list your products on Amazon.


4. Monitor Your Listings Regularly

Unauthorized sellers can appear at any time, so consistent monitoring is crucial. Consider using Amazon monitoring tools like:

  • Helium 10
  • BrandShield
  • SellerApp

These tools track your listings, detect unauthorized sellers, and alert you to potential violations.


5. Engage Unauthorized Sellers Directly

If you identify an unauthorized seller, reach out to them via Amazon’s messaging system or the contact information on their storefront. Send them a Cease and Desist Letter stating:

  • They are not authorized to sell your products.
  • They must remove their listings immediately.
  • Legal action may follow if they do not comply.

If they refuse to stop selling, escalate the matter by reporting them to Amazon and seeking legal counsel.


6. Report Unauthorized Sellers to Amazon

Amazon allows brand owners to report unauthorized sellers through:

  • Amazon’s Report a Violation Tool (RAV)
  • Brand Registry Support
  • Transparency Program Dashboard

Provide Amazon with evidence of unauthorized sales, including order invoices, product discrepancies, and intellectual property rights documentation.


7. Take Legal Action When Necessary

If an unauthorized seller continues to violate your brand’s rights, you may need to pursue legal action. Options include:

  • Filing for trademark infringement claims under the Lanham Act (U.S.).
  • Issuing DMCA takedown notices for copyrighted content violations.
  • Suing for breach of contract if the seller obtained inventory through unauthorized distribution channels.

Consult an intellectual property attorney to determine the best course of action.


8. Educate Your Customers

Customers often don’t know they’re purchasing from unauthorized sellers. Protect your brand by:

  • Adding Authorized Seller Warnings to your product descriptions.
  • Encouraging customers to verify Transparency codes before purchase.
  • Directing them to buy from your Amazon Storefront or official website.


Final Thoughts

Protecting your brand on Amazon isn’t just about stopping counterfeiters—it’s about maintaining control, preserving customer trust, and safeguarding your long-term success. By leveraging the Transparency Program, strengthening your brand protection strategy, and proactively managing your distribution, you can eliminate unauthorized sellers and ensure your products are sold on your terms.

The Amazon marketplace is constantly evolving, and so are the tactics unauthorized sellers use to disrupt your business. Stay ahead by monitoring your listings, enforcing your policies, and taking swift action against violators.


Don’t let unauthorized sellers dictate your brand’s reputation or profitability. Need expert guidance to implement a proven brand protection strategy? Let’s talk. Contact us today or book a consultation to secure your brand’s future and keep control where it belongs—with you.

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The Do’s and Don’ts of Amazon Customer Service to Protect Your Account

By William Fikhman • April 15, 2025
In today’s hyper-competitive ecommerce landscape, where Amazon dominates as the go-to destination for online shopping, customer service isn’t just a perk – it’s a core pillar of brand protection and long-term success. Every message, reply, and interaction is a direct reflection of your brand. Get it right, and you earn loyalty. Get it wrong, and you invite returns, negative reviews, and even account risks. At CMO, we’ve helped hundreds of Amazon sellers scale their operations and avoid costly mistakes, and one of the biggest recurring issues we see is poor customer support. So if you’re serious about protecting your account health, maintaining your seller metrics, and keeping your customers happy, here are the must-know do's and don’ts of Amazon customer service. What is Customer Support for Amazon FBA Sellers? "Doesn’t Amazon handle customer service for FBA orders?" Technically, yes – but only to a point. Amazon will manage logistics-related inquiries, such as shipping times and returns. However, the bulk of pre-sale and post-sale support still falls on you . That includes answering product-specific questions, clarifying usage, troubleshooting post-delivery issues, and even reassuring hesitant shoppers before they buy. In other words, if you're not actively managing your customer experience, you're risking: Bad reviews High return rates Lost sales Long-term account health issues The Benefits of Positive Customer Support Exceptional support doesn’t just prevent problems. It actively boosts your brand. Increases positive reviews : Happy customers are far more likely to leave glowing feedback. Drives word-of-mouth marketing : Delighted shoppers love to share good experiences. Reduces returns : Most return requests are a result of confusion, not dissatisfaction. Clear communication solves that. Boosts conversions : Prompt answers can help close a sale that would have otherwise gone to a competitor. Improves account health : Amazon metrics like Order Defect Rate (ODR) depend on satisfied customers. Do: Prioritize Fast Response Times Speed matters. In a world where most people get Amazon deliveries in less than 48 hours, slow replies feel out of touch. Aim to respond to all customer inquiries within 24 hours – and faster if possible. Pre-sale questions should be top priority, as these directly affect conversions. Even if you don’t have the answer yet, a simple message like, "Thanks for reaching out! I'm looking into this and will follow up shortly," goes a long way. Don't: Send rushed, low-effort responses just to meet time requirements. Customers can tell when you're phoning it in. If you need more time, say so – then follow through. Do: Hire Customer Support Reps as You Scale Your time is valuable. As your store grows, the last thing you want is to spend hours answering customer messages when you should be focusing on strategy, marketing, and sourcing. Professional customer support reps can: Increase efficiency Improve response quality Boost customer satisfaction Prevent burnout Don't: Try to do it all yourself forever. And don’t hire cheap overseas labor without proper training – low-cost support often results in low-quality experiences that cost you more in the long run. Do: Use an Autoresponder to Acknowledge Messages Autoresponders are a simple, effective way to let customers know you've received their message. This provides reassurance, sets expectations, and buys you time to write a thoughtful reply. A good autoresponder might say: "Thanks for reaching out! We received your message and will get back to you within 24 hours. In the meantime, here’s a link to our FAQ that might have what you need." Don't: Leave customers in the dark with silence. That’s a surefire way to spark impatience and, eventually, negative feedback. Do: Create Templates for Common Questions Streamline your process. If you get the same 10 questions every week, it makes sense to have high-quality, pre-written responses ready to go. Templates for shipping, product use, compatibility, and troubleshooting can save time and keep responses consistent. Don’t: Use templates as a crutch. Customers can spot copy-paste jobs a mile away. Always customize your response to match their question. Do: Show Empathy – Especially with Upset Customers Empathy builds trust. Customers don’t just want a refund or replacement – they want to be heard. When someone is upset, acknowledge their frustration and show you care. "I completely understand how frustrating that must be. I’d be upset too. Let’s work together to find a solution." This simple human touch diffuses tension and opens the door for resolution. Don’t: Get defensive. Avoid blaming the customer or minimizing their experience. Your job is to fix the problem, not argue. Do: Personalize Every Interaction Personalization is powerful. Refer to the customer by name. Reference the exact product they bought. Mention specific details from their message. These little touches show you’re paying attention. Example: "Hi Sarah, I saw your question about the 12-piece kitchen set you ordered last week. I'm so sorry to hear a piece was missing." Don’t: Treat all customers like ticket numbers. Generic, impersonal messages damage your reputation. Do: Add Customer Q&A to Your Listings If multiple people are asking the same question, that’s a sign your listing needs an update. You can preempt common objections and concerns by answering them directly in your bullet points or A+ Content. This also boosts conversion rates, as hesitant shoppers can find reassurance before they reach out. Don’t: Let your listing gather dust. Update it regularly based on real customer feedback. Do: Cross-Sell When Relevant Smart support agents don’t just solve problems – they grow revenue. If someone asks about a backpack’s compatibility with a laptop sleeve you also sell, let them know. If they love your product, recommend the next item in the bundle. Don’t: Push products just for the sake of it. Cross-selling should feel like help, not a hard sell. Bonus Tips for Amazon Customer Service Excellence Document Everything : Keep records of all customer conversations in case of A-to-Z claims or chargebacks. Use Buyer-Seller Messaging Properly : Stay compliant with Amazon's policies. Avoid promotional content or outside links. Monitor Feedback Daily : Resolve issues quickly to maintain a strong seller rating. Learn From Negative Reviews : Every 1-star review is an opportunity to improve your product or service. Final Thoughts At CMO, we always remind our clients: your Amazon business is only as strong as your customer support. Support is more than an afterthought. It’s a marketing channel. A retention tool. A reputation builder. A safety net against returns and poor reviews. If you want to stay competitive in the Amazon marketplace, customer service must be built into your operations from Day 1. Whether you’re a new seller or a top 1% brand, these do's and don’ts should guide your every customer interaction. Need help building a customer support system that scales with your brand? Contact CMO here and let’s elevate your Amazon presence the right way.  Let’s protect your brand, grow your reviews, and keep your customers coming back.
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Outsourcing Your Amazon PPC: Why It’s the Best Move for Long-Term Profitability

By William Fikhman • April 15, 2025
Amazon has become the go-to marketplace for both shoppers and sellers. But as the competition intensifies, simply having a great product and a well-optimized listing isn’t enough. To win the digital shelf and convert clicks into customers, Pay-Per-Click (PPC) advertising is essential. However, effective Amazon PPC management is a full-time job. With constant algorithm updates, shifting bid strategies, keyword research, campaign structuring, and performance tracking, it’s easy for sellers to get overwhelmed — or worse, burn through ad spend without a positive return. That’s where outsourcing comes in. Whether you're considering a specialized virtual assistant (VA) or a professional agency, handing over your PPC efforts to experts is one of the smartest long-term investments you can make. Here’s why. 1. You’ll Get a Strategy — Not Just Ads Most DIY advertisers focus on basic tasks like running Auto campaigns or targeting high-volume keywords. A PPC expert does more than just place ads — they build strategies. When you outsource to an agency or specialist VA, you gain access to structured plans built around: Product lifecycle (launch, growth, maturity) Profitability goals Inventory health Market trends Strategic campaign layering (branded, competitor, category), dayparting, negative keyword sculpting, and advanced tactics like Single Keyword Campaigns (SKAGs) become part of the plan — driving precision and performance. 2. Cost Efficiency: Save More by Spending Wisely Ironically, many sellers resist outsourcing due to cost, but it’s usually DIY campaigns that result in wasted spend. A poorly managed PPC account can eat up profits through: Irrelevant clicks Poor keyword targeting Overbidding or underbidding Ignoring seasonal trends PPC experts know how to maximize every dollar . They focus on ACoS (Advertising Cost of Sales) and TACoS (Total Advertising Cost of Sales) to ensure profitability — not just visibility. In many cases, outsourcing reduces your total ad spend while increasing sales volume, because the ad dollars are being used more effectively. 3. Time is Money: Free Yourself from the Dashboard How many hours per week do you spend: Pulling reports? Checking keyword performance? Adjusting bids? Launching campaigns? These tasks add up fast — especially if you’re juggling inventory management, customer service, listing optimization, and logistics. Outsourcing frees up your time so you can focus on scaling your business, sourcing new products, or even just taking a breath. 4. Stay Ahead of the Curve with Expertise and Tools PPC platforms evolve constantly. Amazon adds new ad types like Sponsored Display, changes to targeting options, or introduces programmatic features — and sellers who don’t adapt fall behind. An agency or seasoned VA is constantly learning, testing, and optimizing. They often have access to: Premium tools like Helium 10, Pacvue, Perpetua, or DataHawk Automation scripts for bid optimization Competitive intelligence platforms Internal Amazon beta programs Keeping up with these trends on your own is a full-time job. Let the pros stay ahead so you don’t fall behind. 5. Better Decisions with Data-Driven Insights PPC management isn’t guesswork. Expert managers track and analyze data relentlessly to drive better decisions. They dive deep into: Keyword conversion rates Search term reports Placement analytics Ad group structure performance A/B testing results This data informs decisions not only for PPC but also for your product listings , pricing , and even inventory forecasting . With the right team, your PPC efforts become an integrated part of your overall business strategy — not just an isolated channel. 6. Custom Campaigns for Every Product Different products require different PPC approaches. Launching a new ASIN, pushing a slow mover, or defending your brand all demand unique strategies. A specialized VA or agency can tailor: Aggressive launch strategies with low ACoS goals Defensive campaigns to fend off competitors Long-tail keyword strategies for niche products Seasonal promotions and lightning deal amplification These nuances make the difference between an okay campaign and a highly profitable one. 7. Scalability Without Growing Pains As your catalog grows, managing PPC in-house becomes exponentially harder. More ASINs mean more campaigns, more keywords, and more data to analyze. An outsourced team is built to scale with you. Whether you're adding 10 new SKUs or launching in a new marketplace (like Amazon UK or CA), they can expand your ad strategy without a hitch — ensuring performance doesn’t drop as your store grows. 8. Gain an Edge with Cross-Functional Support Some agencies go beyond PPC — offering cross-functional support like: Listing optimization (images, copy, A+ content) Brand storefront design DSP advertising (Demand Side Platform) External traffic strategies (Google Ads, influencers) Brand protection services This full-service model means your advertising doesn’t exist in a silo. Everything works together to drive growth — from your keywords to your creative to your brand integrity. 9. Avoid Costly Mistakes and Amazon Violations Amazon has strict advertising policies. One mistake — like using restricted keywords or violating category rules — can get your ads suspended, or worse, get your account flagged. PPC professionals know how to operate within Amazon’s rules while pushing the envelope to win market share. They can also navigate ad suspensions or technical issues faster than a solo seller fumbling through support tickets. 10. Peace of Mind = Better Business Decisions Lastly, outsourcing gives you peace of mind . Instead of stressing over ACoS or chasing keyword changes, you can make confident, data-driven decisions about your business. You’ll know your ads are in good hands — and that your PPC engine is driving profitability, not draining it. In Conclusion Amazon PPC is no longer a set-it-and-forget-it game. It's a fast-paced, data-heavy, constantly evolving battlefield. If you want long-term success — not just short-term wins — investing in expert PPC management is one of the smartest decisions you can make. Whether you go with a boutique agency or a trusted VA, outsourcing your PPC is about more than delegation — it’s about elevating your brand , improving margins, and freeing your time to focus on growth. Don’t Wait Until It’s Too Late. Let CMO Secure Your Brand Today. 🔒 Book a FREE Consultation with CMO to discuss how we can: ✔️ Enroll you in Amazon Brand Registry , Transparency & Project Zero ✔️ Remove unauthorized resellers and counterfeiters ✔️ Ensure your brand is protected with an expert-led strategy 📞 Schedule Your Free Strategy Call Now! 👉 Your brand’s success starts with protection. Let CMO handle the hard work while you focus on growing your Amazon business. #AmazonBrandProtection #BrandRegistry #CMOServices #IPProtection #EcommerceSecurity #ChiefMarketplaceOfficer #CMO