How to Protect Your Brand from Unauthorized Amazon Resellers

As an Amazon seller, you likely work with suppliers to stock your digital storefront, reach customers, and minimize manufacturing responsibilities and costs. Furthermore, you know firsthand just how much work goes into selling on Amazon. There’s branding, ensuring your images meet the platform’s requirements, and of course, keeping track of your analytics so you know how to meet customer demand.

So how frustrated would you be then, if your profits suddenly dropped because your items are being sold at a cheaper rate — not by you but by a third party you don’t even know? Chances are, you’d be really frustrated — and for good reason! This common scenario is the result of unauthorized resellers infiltrating the platform — a growing problem. There is good news, however, because there are ways to combat it.

Here’s what you need to know about protecting your brand from unauthorized Amazon resellers:

What is an Unauthorized Amazon Reseller?

An unauthorized Amazon reseller is someone — typically either a third-party seller or company — that buys items in bulk from a supplier, but sells them at a cheaper rate than a legitimate brand.

For example, let’s say you sell clothing and accessories in your Amazon storefront. One of your products, hats, sells for $14.99 and has excellent reviews. An unauthorized reseller would buy those same hats from a supplier and undercut you on price, selling them for $9.99. For new customers on the platform searching for hats, which one are they going to gravitate toward — the one for $14.99 or the cheaper one? Chances are, the latter. Furthermore, any delays in shipment or poor reports those resellers receive could hurt your brand because customers may falsely assume that you’re the one giving bad service since it’s an item you’re known to sell.

Another problem you may run into is an unauthorized Amazon reseller selling counterfeit goods. Let’s go back to the hat example again. Let’s say a reseller knocked off your design and is selling it at a cheaper rate. If it’s bad quality, it could be a detriment to your brand’s reputation. In a world where customer loyalty reigns supreme, this could be a big risk!

So how do you combat this growing problem? We have some tips:

5 Tips to Protect Your Brand from Amazon Unauthorized Resellers

Here are some helpful ways you can protect your brand from Amazon’s unauthorized resellers:

Enroll in the Amazon Brand Registry

One of the easiest ways to knock unauthorized resellers out of the game is to enroll in the Amazon Brand Registry — a free program that protects against intellectual property infringement.

To be eligible for this program, all you need is a brand name or logo and either a pending or registered trademark for said brand name and logo. Keep in mind that your branding or logo will need to be affixed to either your products or the packages they come in. The trademark, whether pending or confirmed, will also need to be issued by a government agency in the corresponding state your store operates in.

If you meet these eligibility requirements, the next step is to create a Brand Registry and provide details about your products and intellectual property. That’s it! It’s a quick and seamless process, and Amazon is even here to offer guidance if you have questions about trademarking your items. (We are, too, of course).

As of publication, the Amazon Brand Registry has been very successful, with 99% of products being removed and/or blocked in 2023 alone.

Create a Minimum Advertised Price (MAP) Policy

A minimum advertised price, or MAP, refers to the lowest price that a third-party reseller can advertise a product for. While you might think this is something that Amazon will handle for you, creating and enforcing a MAP policy will be your responsibility.

With this, you will have a conversation and enter into a contract with your supplier or manufacturer, indicating a reserve price for your items. For example, if you sell an air fryer for $45, any reseller on the platform selling it for $35 would violate the MAP policy. This is an option to keep things fair on the platform and have unauthorized items removed.

Identify and Track Unauthorized Resellers

Another option is to continually identify and track any unauthorized resellers you come across. There are several ways you can do this. The first is to sign up for the Amazon Brand Registry, as mentioned above. With this program, you can quickly identify unauthorized resellers and report them.

While the above makes this process seamless, your other option is to search for your product, including name and other identifying details to see if you come across any violations. This option is more time-consuming but is also worth noting. If you come across unauthorized resellers in your search, just report them to Amazon so further action can be taken. If you’re unsure of whether or not the item is being sold by an unauthorized reseller, look out for these signs:

• The packaging has an older date on it
• Incorrect labels
• Inconsistent pricing
• Incorrect product information

These are usually tall-tell signs that an item is being sold by an unauthorized reseller on the platform.

Send Cease-and-Desist Letters When Applicable

If your brand has an established policy with resellers that prohibits selling specific items on Amazon, you may be in a position to send a cease-and-desist letter to unauthorized sellers. These letters are typically used to enforce intellectual property rights, but in the context of Amazon, they’re most effective when you can point to a clear policy violation.

It’s important to note that without a formal agreement in place, your ability to take action is limited—anyone can technically list and sell products on Amazon. However, if your agreements with distributors include marketplace restrictions, you may be able to use that leverage to enforce compliance, including the possibility of cutting off future orders.

Cease-and-desist letters can be a powerful deterrent, especially when they cite a specific breach of contract or policy. Be sure to clearly reference the violation in your letter and consult with your attorney. Ambiguity can lead to delays and prolong the issue—something most brands want to avoid.

Develop Exclusive Distribution Agreements

Last but not least, you have the option to develop an exclusive distribution agreement with your supplier. This means that you have the exclusive right to sell their products, excluding all other resellers.

While this may be something you want to do, it requires the supplier to get on board — and that can be tricky. It requires both parties to outline the parameters of the agreement which should include the geographic area you’ll cover, specific products, and any variations. Though this is not impossible to create, it’s recommended you try the other options first as they’re usually a lot easier to implement.

Need Help Dealing With Unauthorized Resellers on Amazon? Evolved Commerce Can Help!

Navigating unauthorized resellers is an unfortunate but common challenge for brands on Amazon. At Evolved Commerce, we help you take control—whether that means crafting a marketplace strategy, enrolling in Brand Registry, or protecting your listings from price erosion and brand damage.

For brands that prefer not to manage Amazon directly, our Wholesale Distribution Program offers a powerful alternative. We act as your exclusive Amazon reseller, purchase inventory upfront, and handle everything from enforcement to optimization—at no cost to you. That means no more unauthorized sellers, no more headaches, and complete brand protection.

Let us help you regain control of your brand on Amazon. Request a quote today to get started.