How Brands Are Battling Knockoffs on Amazon

With a proliferation of third-party sellers, fighting copycats can feel like a never-ending game

Whac-A-Mole
The availability of copycat products on Amazon poses a real problem for brands wanting to control quality, the customer experience and their reputation. Illustration: Thomas Burden

If you’re a skincare brand, you’ve probably put a lot of thought into how your products smell and feel. So reading reviews on Amazon.com that say one of your creams reminded the consumer of “month-old milk” or that “it literally feels (and smells!) like rubbing your face with ham grease” is bound to be distressing.

This story first appeared in the Feb. 10, 2020, issue of Adweek magazine. Click here to subscribe.
@lisalacy lisa.lacy@adweek.com Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.