Amazon Listing Hijacking: How to Detect and Stop It

Listing hijacking happens when an unauthorized seller adds their product to your ASIN — often a counterfeit or lower-quality version — and competes for your Buy Box. Buyers receive a different product than what you sell, leading to negative reviews and returns on your listing.

How to detect hijacking

Check your active listings weekly. If the Buy Box shows "Sold by [Unknown Seller]" instead of your brand, you may have a hijacker. Also check the "Other Sellers on Amazon" section at the bottom of your product page. If there are sellers offering your product at a lower price, investigate immediately.

Set up a monitoring alert: search Amazon for your most important ASINs weekly and screenshot the seller list. Some tools (like Jungle Scout or Helium 10) can monitor for new sellers automatically.

How hijackers operate

Some hijackers sell legitimate products that they sourced through unauthorized distribution channels (unauthorized resellers). Some sell counterfeit copies. Some attempt to win the Buy Box by listing at a slightly lower price, then fulfill orders with inferior products.

Removing hijackers

Step 1: Buy from the hijacker. You need evidence of what they are actually selling. Place a test order under a different account or ask a trusted contact to place one.

Step 2: If the product is counterfeit or materially different, file a report through Amazon's Report Infringement portal (brand-registered sellers) or through Seller Support. Include the ASIN, the unauthorized seller ID, photos comparing the authentic and counterfeit products, and your trademark registration.

Step 3: Send a cease and desist notice to the hijacker. You can find their contact information in Seller Central by viewing their seller profile. Some hijackers respond to a formal notice and remove their offers voluntarily.

Step 4: If the hijacker does not respond, escalate through Brand Registry's Violation Report tool. Brand-registered sellers get faster resolution and can report violations directly to Amazon's brand protection team.

Preventing hijacking

Enroll in Brand Registry and enable automated protections. Create a brand story with A+ Content — listings with Brand Registry content are less attractive to hijackers because Amazon's protections are stronger.

Add unique identifiers to your packaging that differentiate authentic products: serial numbers, holograms, or QR codes linking to a verification page on your brand website.

Price your product at a margin where a counterfeit operation cannot profitably undercut you while still passing quality inspection.