I received a Counterfeit Claim. What to Do?

If you get an IP (Intellectual Property) / Counterfeit complaint on Amazon, the best next step depends on whether the claim is valid or not.

Here’s a clear, safe way to handle it as a reseller:

Step 1: Check the Complaint Carefully

Go to Performance Notifications and look for:

• Type of complaint (Counterfeit vs Trademark vs Copyright)

• Complainant name

• ASIN(s) affected

• Whether inventory was removed or just suppressed

⚠️ A counterfeit claim is more serious than a regular IP complaint.

Step 2: Confirm Your Supply Chain (Most Important)

Ask yourself:

• Did I buy this from an authorised distributor or brand?

• Do I have valid invoices (not receipts, not retail stores)?

• Are the invoices:

  • From last 365 days?

  • Showing supplier name, address, phone?

  • Matching ASIN/product exactly?

If YES → You can fight it

If NO → Do NOT try to argue authenticity

✅ If You Have Legit Invoices (Best Case)

Do this:

1. Open a case → Appeal the complaint

Include:

• Supplier invoice (PDF)

• Your business info

• Clear explanation that products are authentic

• Willingness to cooperate

Sample appeal language:

"We sourced this product from an authorised distributor. Attached are valid invoices showing purchase history and product authenticity. We respectfully request reinstatement of the ASIN and removal of the complaint."

📌 If Amazon accepts it → account is safe.

⚠️ If You Do NOT Have Valid Invoices (Common Case for people buying from sites they shouldnt!)

Do NOT submit fake invoices or argue.
That can lead to permanent suspension.

Instead:

Best move:

• Accept responsibility

• Remove inventory

• Submit a Plan of Action (POA)

Your POA should include:

1. Root Cause

Purchased from an unauthorised supplier without proper brand authorization.

2. Corrective Actions

Removed all affected inventory and listings.

3. Preventive Measures

Will source only from authorised distributors, maintain invoices, and verify brand permissions before listing.

This often saves the account even if the ASIN is gone.

🚫 What NOT to Do

❌ Don’t contact the brand aggressively
❌ Don’t submit fake invoices
❌ Don’t relist the same product
❌ Don’t ignore the notification

If this is your first IP complaint, Amazon is forgiving.

If you get multiple IP complaints, your account is at serious risk.

Long-term safer options:

• Wholesale with aletter of authorisation (LOA)

• Private label

• Ungated brands

• Amazon Brand Registry (if you own a brand)