Amazon is SUING counterfeiters! Here's what it means for your business.

Counterfeiting killed the copycat!
Seth Kniep
September 6, 2019
Grow your Amazon store
If you had $15 billion to spend on your business, where would you put it?

If you had $15 billion to spend on your business, where would you put it?

Stock? Staff?  New product inventions?

Amazon has 15 billion. And they are putting it into you, the third party seller. 


No, not a check with your name on it. An investment of $15 billion worth of tools to tackle hijackers, copycats, style-biters, and intellectual property infringers trying to make your Amazon presences irrelevant. 

Amazon is not stupid. By helping you succeed, they ultimately help themselves and their reach. 

Without you, the beastly third party seller, Amazon would not be who they are today. 

 Picture this. It’s a glorious summer. You’ve come off a nice beachfront trip with your loved ones, set your clothes outside to get that last bit of sand off, and you log back into your home network to see how your phone-mount empire fared while you got your swim on. 

You lost the buy box. Your Amazon store is now “one of the sellers” on a listing you dreamed about, worked on, sweated for and invested in for months. What happened? 

You got copied.


Hang Niu

This happened to Nite Ize. brand of Steelies phone mounts—

A counterfeit started selling a knock-off of  Nite Ize’s phone mounts.

Nite Ize chased the perpetrators all the way to court. But here’s the amazing part...they weren’t the only ones! 

Amazon joined in on the lawsuit.

PYMNTS released a report that, "Along with Boulder-based company Nite Ize, a maker of specialty lights and phone mounts under the STEELIE brand, the eCommerce giant filed a lawsuit on [June 26] in a Seattle federal court, accusing a group of counterfeiters of selling fraudulent Nite Ize products."

But why would Amazon do this?

Because Amazon needs Nite Ize to succeed. Just like they need you to succeed. 

You, third party Amazon seller, are one of Amazon’s biggest assets. 

If a customer thinks Amazon is a free-for-all for housing  trademark thieves and knockoffs—they might leave the platform! 

And Amazon’s not having that. That affects your business and ultimately Amazon’s.

Amazon is protecting their brand by helping protect your brand.

But, Seth, they’re not protecting my brand right now! 

I hear you, warrior! You want the product, you spent months choosing, developing, sourcing, branding, and fighting for, to turn into a brand that people love and talk about. 

This is what we do and we know the path a hundred times over! 

It’s easy to think Amazon doesn't give a rat's ass about counterfeiters selling knock offs of your product, because honestly, their customer interaction and protections need serious revamping!

  • They are way too lenient with hijackers. They should have a software that filters out illegal hijackers from legitimate resellers.
  • They have this ridiculous system of "guilty until proven innocent" that does not reflect the American legal system of justice.
  • In their efforts to wipe out the bad actors, they have locked out a lot of innocent sellers too.

But here’s the good news: they’re still investing in sellers! 

Amazon’s willing to put their money where their media releases are, to the tune of 15 billion (yes, with a ‘B’) dollars for over 150 different products to help small, medium, and totally independent brands find their way. 

So what should you do in the meantime?

Take action! Amazon’s changes are in your favor, but don’t wait for them to rescue you. This is your business.

If you get hijacked or ripped off, sitting and stewing won’t help. Did you put so much into this game just to lose out to some pretender who can copy/paste? 

I think not! 

This is how you start defending yourself.

Henry Gustavo

Finding the most obscure suppliers

Warrior, if it means digging through AliBaba for months, believe me when I say it’s worth it! The harder a supplier is to find, the less likely it is that someone will approach them asking for a product to compete with yours. 

Student-turned-coach Emily Davcev found the only supplier that made her product, and today she’s raking in the rewards hand over fist! 

Differentiate the heck out of your product.

Before the Snuggie came out, there were hundreds of ways to keep warm. But was there any such thing as a blanket with sleeves? Exactly! 

They found a deep niche, made their ads sticky as possible, and patented the fleece out of their design so they’d have all the protection they needed. Speaking of...

Trademark your brand.

Know what the difference is? A trademark claim, using the superscript ™ scares off floods of would-be copy-catters. A registered trademark with the ® has been filed and approved through the US government for one and only one company to use for profit, meaning the protection goes deeper.

So why get a trademark? It shows competitors you’re serious. Scavengers scare off easily because they’re built for the easiest targets. Sounds like a nature show, but it’s also true in the business world! . 

Leverage cease and desist letters. 

Is stopping counterfeiters really as simple as sending an email? Sometimes! 

Again, because they’re not targeting fighters, the copycats really can be shooed away with a firmly worded email. It doesn’t need to be branded, have harsh language, or even be a physical letter! 

But if that doesn’t work, your last step is...

Hire a lawyer and go after them

Yes, if a counterfeiter won’t back off, it’s time to get the law involved.  Law offices are popping up all over the US to address this growing need in the Amazon seller market. 

You need to be willing to “go there” if you have to—remember, this is your empire at stake.

“But Seth, won’t Amazon sue them for me?” 

Not necessarily. 

Amazon’s brand does take a hit when knockoffs of popular brands can be found on its digital aisles. 

But that doesn’t make the platform your personal police officer. 

You have to be willing to take the lead on defending your company yourself. 

Keep grinding, keep optimizing, and keep going until your customers are so vocal about your brand that the idea of counterfeits could make them leave Amazon for an independent site!

Get the

Cease & Desist Letter

to scare off hijackers

Protect your brand.

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Seth Kniep

Married a pearl. Fathered 4 miracles. Fired his boss. Turned a single dime into $104,857. Today, a self-made millionaire, Seth and his team of 8 badass coaches teach entrepreneurs how to build passive income on Amazon.

Dead serious about building income on Amazon with eight successful coaches in a community of badass Amazon sellers? Join the Amazon FBA Mastery membership.

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