Counterfeit
Fake product listed against your ASIN. Distinct from grey-market goods, which are genuine but sold outside your distribution.
Why it matters
Counterfeits damage the thing that is hardest to rebuild: the review profile and rating on your ASIN. Customers who receive a fake leave one-star reviews against your brand, and those reviews outlast the seller who caused them.
In practice
Amazon's escalation ladder runs Report a Violation, then Project Zero for verified brands with self-service takedown authority, then Transparency for unit-level prevention. Prevention beats remediation decisively here, because removing a counterfeit seller does not remove the reviews they generated.
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