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Therefore, it is of little surprise that 96.4% of brands had Imitations and the sale of counterfeit products was a
dealt with price erosion in the past year. Once brands sell problem for far fewer brands than the other issues they
their products to Amazon (or other resellers who choose were asked about but were still registered. 55.4% of brands
to list the products on Amazon), then the brand can no cited it as a problem. We recommend that brands always
longer legally control the price that is set for the consumer consider brand protection as part of their Amazon strategy.
in Europe. The more cross-border sellers offering the same
product, the more likely the price is to decline. The first sign as a brand might be if you start to see
negative reviews on your product listings. In previous
While this might seem like it would benefit both the brand research, we’ve highlighted that this has been a particular
and consumer in the short term, in the longer term, it can problem for products in certain categories such as vitamins
lead to a couple of issues. The first is that no one is willing & supplements and consumer electronics on Amazon in
to invest in the product listing by ensuring the content is the United Arab Emirates. A combination of mystery
optimised for each market, the imagery is high quality etc. shopping and IP protection services can help you to
The second is that the price can fall until it is anchored so identify third-party sellers offering counterfeit or other
low on Amazon that it becomes unprofitable for anyone to illegitimate products as a first step to getting them closed
sell, and selection is reduced for the customer. down.

Fraudulent sellers Overall, the message is very much positive in relation to
Cross-border Amazon sellers, in particular, have hit the Amazon’s ability to help brands reach consumers in new
news this year in relation to poor business practices. In international markets. However, it is crucial that the brands
September 2021, it was revealed that Amazon had removed are aware of the potential issues and have an Amazon
600 sellers from its platform—offering more than 3,000 strategy in place to help mitigate them. ••
Chinese-made brands—because they were trying to cheat
Amazon’s reviews platform and raise the visibility of their
products. YOU CAN DOWNLOAD THE AMAZON VENDOR SURVEY REPORT 2021 AT
HTTPS://INFO.PATTERN.COM/INT-AMAZON-EMEA-VENDOR-SURVEY-REPORT-2021.

Text: Nico Hoeijmans // Photos: Dagmar Sporck, Drestige

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