In October of 2021, Rueters published an article accusing Amazon of copying top-selling products, then manipulating the search results to promote these product in India, one of the fastest-growing markets at the time. While Amazon denies these allegations, the fact is they do have access to a trove of proprietary data, and they hold the secrets of their internal search algorithm very close to the vest. Most brand protection strategies focus on unauthorized sellers, but to truly protect your brand you must protect as much information as possible.
While the practice of copying best-selling products and promoting lower-cost duplicates alongside is nothing new – think Walmart and Costco – Amazon is in the unique position of also having access to all the internal data of its best-selling products. Although Amazon has developed more strategies in recent years to help brands identify and crack down on rogue sellers, this unprecedented access has led many companies to closely guard sensitive information, such as the location of manufacturing facilities, to discourage design replication.
Regardless of who is doing the copying, having to compete with doppelganger products is the bane of many brands’ existence. While protecting against counterfeit and unauthorized sellers is one thing, how do you compete with established, well-funded brands capable of creating a similar product using legitimate means?
Fortunately, many of the strategies used against unauthorized sellers can help fend off competition from knockoffs and build a stronger brand identity to attract loyal customers. Here are just a few strategies to protect your brand from replicas and build stronger relationships with customers:
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