Amazon Hijackers: How to Fight Back When Someone Steals Your Buy Box

The Morning Your Buy Box Disappears

You wake up, check your Amazon listing like you do every morning, and freeze.

Your product-the one you spent months developing, $50K launching, and a year optimizing-now has the Buy Box held by "Seller_12345_Trading_Co" at $8 below your price.

You didn't authorize this seller. You don't know who they are. And they're selling what appears to be your product with your photos, your description, your brand name.

Your sales dropped 73% overnight. This new seller has an 85% seller rating and is shipping from China with 3-4 week delivery times. Your customers are getting counterfeit products, leaving 1-star reviews on your listing, tanking your conversion rate.

This is Amazon listing hijacking-where unauthorized sellers attach themselves to your listing and steal your Amazon Buy Box, your sales, and potentially your entire brand reputation.

At Amazon Growth Lab, we've helped dozens of brand owners fight Amazon hijackers and win. Some cases resolve in days. Others take months and require legal action. The difference isn't luck-it's understanding what type of hijacker you're facing, what

Amazon's enforcement mechanisms actually do, and having a systematic response plan.

The worst thing you can do is panic and start randomly reporting without strategy. The best thing you can do is follow a documented process that matches the hijacker type to the appropriate response.

The Three Types of Amazon Hijackers (And Why It Matters)

Type 1: Arbitrage Reseller

Who They Are: Legitimate sellers reselling products they legally purchased from retail

Legal Standing: Generally protected by First Sale Doctrine, though distribution agreements can create exceptions

How to Identify: Selling multiple brands, generic seller names, retail packaging

Type 2: Counterfeit Seller

Who They Are: Manufacturing fake versions of your product, often overseas

Legal Standing: Breaking the law-trademark infringement and counterfeiting

How to Identify: Quality differences, wrong packaging, missing serial numbers, ships from China

Type 3: Commingled Inventory

Who They Are: Using Amazon FBA system that mixes inventory from multiple sellers

Legal Standing: Complex-seller may be legitimate but Amazon's system creates problems

How to Identify: FBA seller when you also use FBA without unique FNSKU labels

Your response strategy depends entirely on which type you're facing. Order from the hijacker immediately to gather evidence-the $30-60 you spend on test buys can save thousands in lost sales from Amazon listing hijacking.

Your Immediate Response Checklist (First 24 Hours)

When you discover Amazon hijackers on your listing:

Step 1: Document Everything (15 minutes)

• Screenshot your Amazon listing with hijacker in Buy Box

• Screenshot "Other Sellers" section

• Note hijacker's seller name, ID, and pricing

• Check sales velocity (last 7 days versus previous period)

Step 2: Order From The Hijacker (Critical)

• Order 2-3 units using a different address and Amazon account. Keep all packaging and materials. Document with photos and video.

• Without physical evidence, Amazon often won't act on counterfeit product claims. The $30-60 you spend can save thousands in lost sales while this unauthorized seller controls your listing.

Step 3: Check Brand Registry Status (5 minutes)

• Enrolled? Verify your trademark is active and the hijacker isn't somehow listed as an authorized seller.

• Not enrolled? Stop and enroll in Amazon Brand Registry immediately-Brand Registry accelerates and strengthens most hijacker defenses, though some options exist through public IP forms.

Step 4: Determine Hijacker Type (10 minutes)

• Multiple brands + generic seller name → Arbitrage reseller

• Ships from China + long delivery → Likely counterfeit seller

• FBA seller + you use FBA without unique barcodes → Possible commingling issue

• New seller (<6 months) + few reviews → Higher counterfeit probability

Step 5: Secure Your Buy Box Temporarily (Optional)

While fighting the hijacker:

• Match their price minus $0.50-$1.00 to recapture the Amazon Buy Box, or

• Run aggressive PPC on your exact ASIN and branded keywords

• Neither is sustainable long-term, but prevents complete sales collapse while you fight to remove hijackers from your Amazon product listing.
  

The Removal Strategy By Hijacker Type

Your removal approach must match the hijacker type. Using the wrong strategy wastes weeks and lets Amazon hijackers establish a deeper presence on your listing.

Strategy for Type 1: Arbitrage Resellers

Arbitrage resellers have legal rights to resell products they legally purchased. You can't remove them based on counterfeiting claims. Your options:

Option A: Brand Registry Seller Controls (Most Effective When Available)

If you're Brand Registered, explore available brand protection tools:

Go to Amazon Brand Registry → Brand Protection

Review available controls for your brand (may include authorized seller lists, brand gating, or other restrictions)

Note: Availability varies by category, brand size, and Amazon's discretion. Not all brands qualify for seller gating or authorized-only listing controls.

Submit any available applications for review (processing typically takes 2-4 weeks)

Some brands may be invited to programs that restrict who can list under their brand, while others may need to combine Brand Registry tools with distribution policies and other enforcement methods.

This represents the strongest available tool against Amazon resellers hijacking your listings when available to your brand.

Option B: Distribution Restrictions + Cease and Desist

If brand-level seller controls aren't available to you:

Update your website terms of service to prohibit unauthorized resale on Amazon

Send cease and desist letter to the seller via Amazon Seller Central messaging

Include: your trademark, prohibition on Amazon sales, demand to remove listing within 7 days

Reference your distribution policy

Many arbitrage sellers will remove themselves rather than risk legal issues, even if they technically have First Sale Doctrine rights. It's not worth the hassle for most listing hijackers.

Option C: Make Arbitrage Unprofitable

Reduce wholesale/retail availability that resellers can access

Implement MAP (Minimum Advertised Price) policies

Create Amazon-exclusive variants that don't exist at retail

Use unique packaging or SKUs for Amazon that resellers can't source

This prevents future Amazon listing hijacking rather than removing current hijackers.

Strategy for Type 2: Counterfeit Sellers

Counterfeiters are breaking the law. Amazon takes counterfeiting seriously if you provide proper evidence. These scammers are the most damaging type of Amazon hijacker.

Step 1: Test Buy Confirmation (You Already Did This)

You ordered from the hijacker in your immediate response. Now wait for delivery.

Step 2: Compare Products and Document Differences

When the counterfeit version arrives, create detailed comparison:

Take side-by-side photos showing:

• Product quality differences (stitching, materials, finish)

• Packaging differences (fonts, colors, missing elements)

• Label differences (spelling, logo quality, missing certifications)

• Functional differences (if product doesn't work as designed)

• Missing security features (holograms, serial numbers, QR codes)

Create a detailed document with 10-15 comparison photos showing obvious differences between authentic and counterfeit items. Focus on visually obvious counterfeiting-Amazon reviewers process hundreds of reports daily.

Step 3: File Report a Violation (IP Infringement)

Go to Amazon Brand Registry → Report a Violation:

• Select "Trademark" violation type

• Choose "Counterfeit" as specific violation

• Upload your comparison documentation

• Include test buy order number

• Explain specific ways product is counterfeit (not just "it's fake")

• Provide your trademark registration number

This process reflects Amazon's Brand Registry system as of 2024-2025. Amazon updates its reporting tools and requirements regularly.

Amazon often responds within 24-72 hours if evidence is strong. This is how you remove hijackers selling counterfeit goods.

Step 4: If Amazon Doesn't Act - Escalate

If Amazon rejects or ignores your report about the unauthorized seller:

Escalation Path:

• File additional Report a Violation with more evidence

• Contact Brand Registry support directly (not regular Seller Support)

• Send notice to notice@amazon.com with detailed evidence (note: Amazon prefers Brand Registry and official IP forms as primary channels, but email can serve as a secondary escalation step)

• If seller persists after 2-3 weeks, engage attorney to send formal cease and desist

• File Provisional Neutral Evaluation (Amazon's arbitration process) if necessary

Don't rely on regular Amazon Support for hijacking issues-they can't help with intellectual property infringement effectively.

Step 5: Remove Negative Reviews From Counterfeits

Once the hijacker is removed, clean up the damage to your hijacked listing:

• Go to each negative review from the counterfeit period

• Click "Report abuse"

• Select "Product authenticity" as reason

• Reference your hijacker case number and explain these reviews were for counterfeit products

Amazon may remove reviews for counterfeit products if you can prove timing correlation and provide strong evidence. Review removal is not guaranteed and requires case-by-case evaluation.

Strategy for Type 3: Commingled Inventory

Commingling is an Amazon fulfillment issue, not a seller conduct issue. This happens when Amazon mixes inventory from multiple sellers in their warehouse.

Immediate Fix: Use Amazon Barcodes (FNSKU)

• Go to Amazon Seller Central → Inventory Settings

• Find "FBA Product Barcode Preference"

• Change to "Amazon barcode (FNSKU)" to ensure your inventory is tracked separately

• For new shipments, use Amazon FNSKU labels, not manufacturer UPC/EAN labels

• This prevents Amazon from commingling your inventory with other sellers' units and ensures proper tracking.

Important: Using manufacturer barcodes (UPC/EAN) allows Amazon to pool inventory from multiple sellers, which creates commingling risk. Amazon barcodes (FNSKU) track your inventory separately.

If You Can't Use Amazon Barcodes:

Use Amazon's Transparency program:

• Apply unique serialized codes to every unit

• Amazon scans codes and ensures only your authentic units are fulfilled

• Prevents commingling entirely

• Costs approximately $0.01-$0.05 per unit depending on volume as of 2024-2025

Amazon Transparency is one of the best protections against listing hijacking when properly implemented.

For Existing Commingled Inventory:

• Create removal order for all FBA inventory

• Have it shipped back to you

• Re-label with Amazon FNSKU barcodes

• Send back to FBA with proper labeling

This is expensive and disruptive, but may be necessary if commingling is causing serious issues with unauthorized sellers getting credit for your products.

The Prevention Strategy (So It Doesn't Happen Again)

Fighting Amazon hijackers is exhausting. Here's how to prevent future attacks on your Amazon listings:

Layer 1: Brand Registry + Trademark (CRITICAL Priority)

Foundation-enables protection tools and accelerates enforcement

Layer 2: Brand Protection Tools (HIGH Priority)

May include seller restrictions when available (varies by brand/category)

Layer 3: Product Authentication (MEDIUM Priority)

Makes counterfeiting difficult (Amazon Transparency Program or holograms/QR codes)

Layer 4: Distribution Control (MEDIUM Priority)

Limits where products can be purchased for resale

Layer 5: Monitoring & Alerts (HIGH Priority)

Catches hijackers within 24-48 hours of appearance

Minimum protection: Implement Layers 1-2 (Amazon Brand Registry and available brand protection tools). Add Layers 3-5 based on hijacking frequency in your category.

Monitoring Essentials:

Check "Other Sellers" section weekly in the Amazon section of your listings

Set up hijacker alert systems (Helium 10 offers this)

Monitor Amazon Buy Box percentage daily

Train team to report unauthorized sellers immediately

The faster you catch Amazon listing hijackers, the easier they are to remove from your Amazon product listings.

When To Hire a Lawyer (And What It Costs)

Some hijacker situations require legal escalation beyond what Amazon Seller Central can handle.

Hire an attorney when:

• Counterfeit seller persists after 3-4 Amazon reports

• Hijacker has done significant damage (100+ negative reviews, thousands in lost sales)

• Multiple hijackers are coordinating attacks on your Amazon business

• Hijacker is based in US and has identifiable business (easier to pursue)

• Your brand reputation is at serious risk from counterfeit listings

What lawyers can do:

• Send formal cease and desist with legal weight

• File for emergency injunctions (fast court orders to stop selling)

• Pursue Amazon's Neutral Evaluation arbitration process

• File trademark infringement lawsuits

• Subpoena Amazon for hijacker's business information

• Negotiate settlements with listing hijackers

Typical costs:

Legal fee ranges are approximate estimates based on 2024-2025 market rates and vary significantly by attorney, location, and case complexity. Obtain quotes from multiple attorneys.

Cease and desist letter: $500-$1,500

Amazon Neutral Evaluation representation: $3,000-$8,000

Trademark infringement lawsuit: $10,000-$50,000+

ROI calculation: If an Amazon hijacker is costing you $5,000+ monthly in lost sales, spending $3,000-$5,000 on legal action often pays for itself within 1-2 months.

Finding the right attorney:

Look for Amazon experts who specialize in:

E-commerce and Amazon specifically

Trademark and intellectual property

Experience with Amazon's specific enforcement mechanisms

Don't hire a general business attorney for Amazon hijacking issues-you need specialists who understand the Amazon marketplace.

The Harsh Reality: Some Hijackers Win

Not every hijacker situation resolves cleanly. Sometimes you need to accept reality.

Situations where removal is difficult:

You don't have Amazon Brand Registry and can't get trademark quickly

Hijacker is selling genuine products they legally purchased (arbitrage with First Sale Doctrine rights)

Hijacker is overseas (China, India) with no US legal presence

Your product is in a category Amazon doesn't enforce well

You're selling unbranded or lightly branded products

When to accept compromise:

Sometimes the best solution isn't complete removal but damage control:

If arbitrage seller won't leave: Make your authorized offer more attractive (better shipping, better price, better content) to win Buy Box majority

If counterfeiters keep creating new accounts: Focus on Amazon Transparency Program to make counterfeiting unprofitable rather than chasing individual sellers

If commingling is the issue: Switch to unique barcodes and accept the short-term pain of re-labeling inventory

Perfect isn't always possible. Functional protection that maintains 80%+ of your sales is better than fighting Amazon listing hijacking forever for 100% while your Amazon business suffers.

When Amazon Hijackers Require Professional Management

Fighting hijackers while managing your Amazon business can mean choosing between protection and growth. At Amazon Growth Lab, we help brand owners work to prevent, detect, and respond to unauthorized sellers systematically.

How We Approach Brand Protection:

Proactive Monitoring

We monitor client Amazon listings regularly for unauthorized sellers, checking "Other Sellers" sections and Buy Box percentage. Our systematic approach aims to catch listing hijackers quickly, often within 24-48 hours of appearance, to help minimize potential damage to your Amazon product listing.

Strategic Response Execution

We work to execute appropriate removal strategies based on hijacker type-from Brand Registry tool applications to documented counterfeit evidence submission for counterfeit sellers. Our experience managing 100+ Amazon accounts has taught us which approaches typically work and which tend to waste time with Amazon Support.

Brand Registry Optimization

We help ensure your Amazon Brand Registry tools are properly configured and actively used-from trademark monitoring to available brand protection features. Many sellers enroll in Brand Registry but never leverage its full protection capabilities against Amazon hijacking.

Our Brand Protection Track Record

Ernst Grain: Maintained Buy Box dominance through systematic monitoring while scaling to $10M

Ray-Ban: Protected premium brand positioning from counterfeiters during 1,477% growth period

98% client retention rate

Managing hundreds of millions in sales with comprehensive brand protection

When you're facing persistent Amazon hijackers, or when you want systematic protection before it becomes a crisis, professional management can help strengthen your brand's defenses against listing hijacking.

Schedule Your Free Assessment

Frequently Asked Questions

How long does it take to remove Amazon hijackers?

Depends on hijacker type and evidence quality:

Counterfeit sellers with strong evidence: 1-7 days via Report a Violation

Arbitrage sellers: 2-4 weeks if using available Brand Registry controls, or requires distribution policy enforcement

Persistent hijackers requiring legal action: 4-12 weeks

Start with the fastest approaches first and escalate if unsuccessful. Don't wait around hoping the unauthorized seller leaves on their own.

Can I just message the hijacker and ask them to leave?

Try it-sometimes works with arbitrage sellers who didn't realize they were violating distribution policies. Never works with counterfeiters or scammers.

Keep messages professional and documented through Amazon Seller Central. Don't threaten directly. State facts: "You're not an authorized seller. Please remove your listing immediately."

What if the hijacker has better reviews than me?

If an Amazon hijacker has 98% seller rating and you have 95%, they'll win the Amazon Buy Box on price parity. This doesn't change your removal strategy-focus on removing unauthorized sellers, not competing with them on the same Amazon listing.

Once removed, work on improving your seller metrics so future hijackers can't take advantage.

Do I need Brand Registry to fight Amazon hijackers?

Amazon Brand Registry dramatically increases your chances of success against Amazon listing hijacking. Without it, your only option is generic "Report a Violation" through public IP forms, which Amazon processes more slowly and may be less effective.

If you don't have a trademark and Brand Registry, get them immediately. Trademarks can be obtained in 6-12 months depending on jurisdiction. Brand Registry allows enrollment with a pending trademark in many countries. This is your most important defense against listing hijackers.

What if I'm selling on someone else's listing and they claim I'm hijacking?

If you legally purchased products and are reselling, you have First Sale Doctrine rights in most cases. However, if the brand has Amazon Brand Registry and available brand protection controls, Amazon may restrict your listing regardless of legal rights.

Check if the brand owner has distribution restrictions you agreed to at purchase. You may technically be right but Amazon will often side with the brand anyway.

Can Amazon prevent all hijacking?

No. Amazon's marketplace model allows multiple sellers on single Amazon listings, creating inherent hijacking vulnerability. Amazon provides tools (Brand Registry, Amazon Transparency Program, brand protection features) but enforcement isn't perfect.

Sophisticated counterfeiters create new seller accounts constantly. Your best protection is layered prevention, not relying on Amazon Support to save you.

Should I buy back my inventory from hijackers to remove their stock?

Generally no. This rewards bad behavior and Amazon hijackers will just restock. Exception: If you're facing temporary hijacking during a critical sales period (Prime Day, Q4) and need immediate removal, buying out their small inventory (20-50 units) can be faster than fighting through Amazon.

But this doesn't solve the underlying Amazon listing hijack problem-they'll just come back.

What if the hijacker is also selling my products on other marketplaces?

This suggests organized counterfeiting operations, not just an Amazon reseller. Document presence on multiple platforms (Walmart, eBay, Shopify stores).

This strengthens your case with Amazon and potential legal action-shows a pattern of intellectual property infringement. Consider trademark infringement claims across all platforms simultaneously for maximum impact against these counterfeiters.

How do I set up a hijacker alert to catch them faster?

Use tools like Helium 10's hijacker alert feature or similar monitoring services. These automatically notify you when a new seller appears on your Amazon product listing.

Catching Amazon listing hijacking within 24-48 hours makes removal much easier. The longer a hijacker stays on your listing, the more damage they do and the harder they are to remove from the Amazon marketplace.

What's the difference between a hijacker and a legitimate reseller?

Legitimate reseller: Legally purchased your product and is reselling it. Has First Sale Doctrine rights, though you may still be able to restrict them through Amazon Brand Registry and distribution policies, depending on available tools and your specific situation.

Hijacker: Either selling counterfeit products (illegal), or selling legitimate products but violating your distribution agreements, or benefiting from commingled inventory issues.

The term "Amazon hijacker" often refers to both, but legally they're very different situations requiring different responses through Amazon Seller Central.

Disclaimer: This content provides general information about responding to unauthorized sellers based on common scenarios and reflects Amazon policies and tools as of 2024-2025. It does not constitute legal advice. Amazon's policies, program availability, trademark law, and appropriate responses vary by situation, jurisdiction, and individual circumstances. Brand protection tool availability varies by brand, category, and Amazon's discretion. Consult with an attorney specializing in e-commerce and intellectual property for advice specific to your circumstances.