Image courtesy of Amazon Fashion
Ecommerce giant Amazon?s counterfeit problem is only getting worse, as the company?s efforts to curtail fakes fall short.
Tightly distributed luxury brands tend to avoid Amazon as a selling platform to keep their positioning in tact, but many end up having a presence on the marketplace whether they want to or not, as counterfeiters sell goods using their name. While Amazon does have a counterfeit policy, the general feeling is that the company could be doing more to protect brands and consumers from illegal copycats.
?Amazon is a trusted marketplace with a sound reputation,? said Rania Sedhom, managing partner at Sedhom Law Group, Pllc., New York. ?The average consumer will not likely suspect that an item is counterfeit, particularly when fakes sold on Amazon are usually discounted by 10-15 percent. ?Even savvy, frugal and experienced shoppers know that a 10-15 percent discount is viable,? she said. ?Several luxury brands permit those types of discounts during sale periods at department stores, via online resellers, at sample sales and discount merchants such as Century 21.
?Luxury counterfeiting, at a minimum, dilutes a brand and takes a brand from bespoke to omnipresent. For luxury brands, its heritage, workmanship and limited quantities are sacred. Counterfeiters are taking luxury brands from luxury to ubiquitous.?
Prime target

Ahead of the sales event Prime Day on July 12, Amazon?s stock price soared to a record $745.81.
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