Executive summary
Reporting fake merchandise online requires continuously detecting infringing listings, collecting platform-compliant evidence, and reporting repeat offenders across channels. One-off takedown forms are insufficient because counterfeit listings quickly resurface through new seller accounts, domains, and reused images. Effective reporting focuses on stopping networks, not just individual listings.
The scale of fake merchandise – and why reporting alone is not enough
According to OECD estimates, counterfeit and pirated goods account for approximately $467 billion in global trade annually, representing a measurable share of global imports and a recurring source of revenue loss, brand damage, and consumer safety risk.
Effective enforcement of fake merchandise requires more than filing reports. Brands must understand how fake listings appear, prepare evidence that meets platform requirements, and select the appropriate reporting or escalation path for each channel.
This article provides a practical, platform-specific guide to reporting fake merchandise online, covering detection signals, preparation requirements, takedown processes, and enforcement limitations.
Detection phase: Is my product being faked?
A product is likely being counterfeited when online listings show recurring anomalies in branding, pricing, imagery, and distribution that deviate from official brand standards. Identifying these patterns early is essential, because enforcement actions depend on recognizing counterfeit behavior before listings scale or spread.
Before a takedown can occur, brands must determine whether a listing is likely counterfeit rather than unauthorized or mispriced. This distinction matters, as counterfeit sellers often replicate trademarks, product images, and descriptions, while unauthorized sellers typically offer genuine goods.
At scale, identifying these patterns signals across thousands of listings exceeds manual capacity. It typically requires analyzing visual, textual, and pricing signals across large volumes of listings, which is why many brands use computer-vision and machine-learning systems such as Red Points’ Vision AI, with human experts validating high-risk cases.
Physical warning signs in product listings
Counterfeit listings commonly reveal themselves through visible inconsistencies in packaging, product descriptions, and pricing. While no single indicator confirms a fake, repeated patterns across listings strongly suggest counterfeiting activity.
Common physical warning signs include:
- Packaging inconsistencies: Spelling errors, low-resolution logos, missing trademarks, or incorrect brand colors
- Material and description issues: Flimsy packaging, incomplete specifications, or missing compliance information
- Pricing anomalies: Discounts far below MAP or prevailing market norms, frequently framed as limited-time offers
Digital evasion tactics used by counterfeiters
Counterfeiters avoid detection by deliberately altering brand names, reusing generic images, and distributing listings across multiple accounts and platforms. These tactics allow fake products to remain visible to consumers while bypassing basic keyword and image-based monitoring.
Beyond physical cues, counterfeit sellers actively adapt to platform enforcement rules.
Keyword misspellings
Counterfeiters intentionally modify brand names using character substitutions or minor spelling changes to evade text-based searches while remaining recognizable to buyers.
Because these variations are intentional, effective detection depends on recognizing contextual similarity rather than exact matches, an approach implemented in platforms like Red Points.
Fake-known images
Fake-known images are generic product photos reused across hundreds or thousands of counterfeit listings instead of official brand imagery. These “fake-known” images are selected to bypass basic image-matching systems while still appearing credible. Identifying reused images across unrelated sellers requires image fingerprinting and cross-listing analysis, capabilities that are provided by vendors like Red Points.
These tactics are a primary reason manual detection does not scale.
Before you report: What evidence you need
Successful reporting requires complete, platform-ready evidence. Incomplete documentation is the most common reason takedown requests are delayed or rejected, regardless of the validity of the claim. Preparing evidence in advance materially improves review speed and approval rates across platforms.
Before reporting fake merchandise, brands should assemble the following information so reports can be evaluated without additional follow-up.
Evidence checklist
- High-resolution screenshots of the product listing and seller profile
- URLs and timestamps showing where and when the infringement appears
- Proof of intellectual property ownership, such as trademark registration numbers or copyright documentation
- Test purchase records, where applicable, including receipts and delivery confirmations
Well-documented submissions reduce rejections and repeated requests for clarification. To reduce rework and rejected submissions, many brands centralize this documentation in brand protection platforms such as Red Points, where IP records, screenshots, and enforcement history are stored and reused across reports.
How to report fake merchandise by platform
Reporting fake merchandise is platform-specific, and enforcement outcomes vary based on the channel, reporting mechanism, and quality of submitted evidence. Effective reporting depends on matching the enforcement approach.
Because reporting requirements and response times vary by platform, some brands use tools like Red Points to manage platform-specific workflows while keeping enforcement decisions under human control.
Marketplaces
Amazon Brand Registry
Amazon Brand Registry enables brands to submit infringement claims directly through the Report Infringement tool. This process supports trademark, copyright, and patent violations and relies on accurate rights documentation.
eBay VeRO
The Verified Rights Owner (VeRO) program allows intellectual property owners to request removals for listings that infringe registered rights. Approval depends on correct classification and supporting evidence.
Alibaba IPR Protection Platform
Alibaba and AliExpress provide a centralized IP protection portal where brands can submit claims across their marketplaces using registered rights documentation.
Social media platforms
Social commerce introduces additional complexity because counterfeit listings are frequently promoted through short-lived accounts and paid advertisements. Due to frequent account turnover and paid ad abuse, social commerce enforcement often requires continuous monitoring, which is why brands rely on solutions such as Red Points to detect repeat activity.
Instagram
Instagram offers an Intellectual Property Infringement reporting form covering counterfeit products, trademark misuse, and impersonation.
TikTok
TikTok operates a dedicated IP reporting portal for counterfeit listings and ads. Due to frequent account turnover, enforcement often requires continuous monitoring.
Standalone websites
Reporting counterfeit standalone websites is slower and more fragmented than marketplace enforcement because brands must work through registrars, hosting providers, and search engines individually.
Typical steps include:
- Performing a WHOIS lookup to identify the domain registrar or hosting provider
- Submitting documented IP infringement notices to the host
- Requesting takedowns or search engine de-indexing where applicable
To reduce reliance on manual domain-by-domain investigation, some brands use domain discovery capabilities, including those offered by Red Points, to identify connected sites earlier and prioritize enforcement.
Escalation and legal authorities
Legal escalation is effective for dismantling high-impact counterfeit operations but is too resource-intensive to replace proactive detection and platform-level reporting.
When platform-level reporting fails or counterfeit activity escalates, brands may involve external enforcement bodies. These actions are effective but resource-intensive and usually reserved for high-impact cases.
Examples include:
- National Intellectual Property Rights Coordination Center (US): Coordinates federal enforcement against intellectual property crimes
- Police Intellectual Property Crime Unit (UK): Investigates serious IP crime within the United Kingdom
- International AntiCounterfeiting Coalition: Facilitates intelligence sharing and coordinated enforcement among member brands
Legal escalation complements, but does not replace, proactive detection and reporting. In practice, brands often use platforms like Red Points to triage and prioritize the most damaging cases, preserving evidence and enforcement history before engaging external authorities.
Success stories results at a glance
These results from Red Points’ customers show how much success can be achieved when detection, evidence preparation, and platform-specific reporting are applied consistently at scale.
- Essity: The global hygiene and health company behind brands like TENA, Tork, and Libero, operating across medical, consumer, and professional care markets was able to remove approximately 80,000 counterfeit instances, with a 94.4% observed enforcement success rate.
- Keen: A value-driven outdoor footwear brand known for hiking, work, and lifestyle shoes sold worldwide, turned to Red Points when they started becoming targeted by a coordinated social media-driven scam. Keen was able to successfully remove $35.6 million in counterfeit inventory.
- Purple: A digitally native mattress and sleep brand recognized for proprietary comfort technology and strong direct-to-consumer sales removed 24,000 infringements, representing over $6 million in estimated counterfeit value
Frequently asked questions about reporting fake merchandise
How long does the takedown process take?
Takedown timelines vary by platform and case complexity. Some marketplace removals may occur within 24 hours, while others take several days. Consistent monitoring and prioritization typically improve response times but do not guarantee removal speed.
Can I report fake products without a lawyer?
Yes. Tools such as Amazon Brand Registry and eBay VeRO allow rights holders to submit reports directly. However, manual reporting becomes difficult to sustain as infringement volumes increase.
What are fake-known images?
Fake-known images are generic product photos reused by counterfeit sellers to bypass basic image-matching systems while maintaining a legitimate appearance.
Do marketplaces refund the brand?
No. Refunds generally go to consumers rather than brands. As a result, brands focus on prevention, timely takedowns, and limiting repeat infringement rather than recovering individual sales.
