How To Stop Hijacked Listings on Amazon (Updated for 2025)

Have you ever been in a position where another business is selling your branded products on Amazon despite the fact that you do not sell to them as a manufacturer?

Even more frustrating – are they undercutting your product price heavily to leverage their Buy Box chances?

Amazon listing hijacked

This is a common practice with some poor and counterfeit sellers. They find products that have great reviews, very few sellers, and source a similar product to yours, then once frustrated customers leave bad product reviews and images, you realise that this fake seller is producing fake goods.

In 2024, Amazon reported removing more than 15 million counterfeit products and permanently closing thousands of fake seller accounts. Despite tougher systems and stricter rules, the issue is far from gone. Hijackers are constantly finding new ways to exploit genuine listings, which is why Amazon has introduced a stronger set of brand protection tools designed to help you defend your products more effectively. These now include Project Zero, Transparency, the updated Brand Registry, and the Counterfeit Crimes Unit (CCU) — all of which work together to remove fake sellers faster and stop them from coming back.

Updated for 2025, Amazon’s protection tools are stronger and more connected than ever. The focus now is on early detection, faster takedowns and proper evidence gathering, so genuine sellers have a fighting chance to protect their listings before serious damage is done.

Contacting Amazon seller support is not enough. Amazon will want a very stringent process from you to verify that this product has indeed been faked and has given a poor experience to the customer.

Here are some ways to protect your brand from counterfeits on Amazon.

Which Amazon tools can I use to stop hijackers in 2025?

If you own a trademark, you can become brand registered and join Project Zero, which gives you much more control. Once approved, you can remove counterfeit listings yourself instead of waiting for Amazon’s team to review them. To qualify, you need a 90% accuracy rate from previous “Report a Violation” submissions.

Project Zero’s AI scans millions of listings daily, using machine learning to find fake or suspicious versions before customers even see them.

Transparency is another key system. It’s designed for brand registered sellers using FBA or Vendor Central. Each product gets a unique code that Amazon scans before dispatch. That scan stops fake stock from entering FBA, meaning customers only receive verified items.

The Counterfeit Crimes Unit is Amazon’s strongest line of defence. This team works directly with global law enforcement to shut down fake networks and prosecute offenders. If you’ve got solid proof of ongoing counterfeiting, you can submit your evidence through Brand Registry for review by the CCU.

Amazon has also rolled out a Stolen Goods Policy to make sure only verified products enter its warehouses. Together, these tools have made it far harder for hijackers to slip through unnoticed.

What if I haven’t got a trademark and are not eligible for Amazon’s brand registry?

This is a wildcard solution, but one that can seldom work. We have got clients to purchase the item from the fraudster and report it back as a customer purchase that the item is counterfeit from that seller, but you can also reach out and contact the seller directly. Once you’re on their detailed seller page, click “Contact this seller” and politely tell them they’re not selling the correct article. If they don’t remove it, report them for counterfeiting.

It’s worth remembering that if the item is genuine and the retailer bought it legally, Amazon won’t take it down just because it undercuts you. They’ll only act on fake goods or clear trademark misuse.

If the other seller is undercutting you and clearly losing money on it, they’ll probably disappear soon anyway. Still, review your pricing and margins — they might be using cheaper postage or FBA’s “Small and Light” option.

If you’re not yet trademarked, start the process with the UK IPO or EUIPO. It’s worth it. Once registered, you’ll get full access to Brand Registry, Project Zero and Transparency, which make future takedowns much easier.

When should I escalate or seek legal help?

It’s a good question. Amazon has to balance its reasoning, and if they see the item is not “fake” or you do not have the correct brand registry tools, you may find Amazon will not take action; they may have commercial reasons behind the decision. Also, if they do, they will not detail what they plan to do with this seller; this is due to confidentiality and legal reasons.

If you’ve gone through the proper channels and the same counterfeiters keep coming back, it’s time to escalate. The Counterfeit Crimes Unit can take cases further, but you can also work with an IP solicitor who specialises in Amazon disputes. A legal notice sent directly to the hijacker often gets faster results, especially for repeat cases.

Legal escalation also builds a paper trail that helps Amazon and law enforcement track patterns between fake accounts. It’s rare you’ll need it, but for high-value products, it’s a good step.

How can I prevent hijackers in the future?

Amazon have since 2017 really started to crack down on fake and improper sellers, not just because of its legal obligation but because it wants to thrive on providing the best customer experience possible. If you are unable to go through the key main points and don’t have brand registries tools, using our last option to reach out to the seller and keep firing this back to seller support is a strong option, keep chipping away, but ultimately if you are selling private label brands or you represent a manufacturer your goal should be to get yourself a trademark with your local government office, its the UK IPO system if your an amazon seller in the United Kingdom and then follow the routes towards Amazon brand registry.

For 2025 and beyond, the best defence is prevention. Keep your listings up to date, your images and barcodes consistent, and your packaging distinct enough that copies stand out. Use Transparency codes, monitor your ASINs, and check your reviews weekly for signs of poor-quality knockoffs.

If you work with distributors, make sure you know exactly who’s reselling your stock. Most hijackers start with a loose supply chain. The more control you have, the safer your listings are.

As a brand lead Amazon agency, we can help guide you through all stages of the brand process and help protect your intellectual property and ultimately stop charlatan sellers from making you lose sales.

FAQs

Can legitimate sellers list my branded products on Amazon?

Yes, they can if the items are genuine and legally purchased, but they can’t misrepresent your brand or sell counterfeit goods. If they’re selling fakes or altered versions, gather proof and report it through Brand Registry or Seller Support.

Does Project Zero automatically remove all counterfeit listings?

Not entirely. It handles a large part of the process, but you still need to report some manually. Keeping your listings accurate helps Amazon’s system spot fakes faster.

How long does it take Amazon to remove a hijacker?

It depends on the case. Brand registered sellers often see results in a few days, while standard reports take longer. The clearer your evidence, the faster it gets resolved.

Is it legal to name counterfeit sellers in my listing?

No. Amazon doesn’t allow naming or referencing other sellers in your content. Keep all your communication through the proper reporting tools.

So, what’s the score with hijacked listings?

Even with all the new systems in place, hijacked listings can still happen. Counterfeiters move fast, and Amazon’s enforcement can’t catch everything, which is why you need to stay alert. Check your listings regularly, watch for unusual activity, and use the full range of Brand Registry tools whenever possible. Project Zero, Transparency and the Counterfeit Crimes Unit now give sellers more control than ever, but they only work if you use them early and consistently.

If you need expert help managing your Amazon listings or protecting your brand, get in touch with Ecommerce Intelligence. We’ll help you stay one step ahead of hijackers and keep your products where they belong at the top of the searches where they belong.