Every large marketplace has a way for rights owners to report counterfeit listings. None of them share a form. The fields differ, the evidence they want differs, and so does what happens after you press submit.
This is a reference for doing it yourself. It covers the four marketplaces most brands run into first, plus a few others, and the preparation that applies to all of them. Forms and program rules change often, so treat the specifics as a map and check the current form when you file.
This is a description of platform processes, not legal advice.
What every platform will ask for
Prepare this once and keep it in a document you can paste from. Almost every form asks for some version of it:
- Your rights. Trademark registration numbers, the jurisdiction of each registration, and the classes of goods they cover. Copyright claims (for stolen photos or text) don't need a registration on most platforms, but you need to identify the original work.
- Proof you're entitled to file. If you're the owner, your company details. If you're filing for someone else — an agency, a law firm, a vendor — written authorization from the owner.
- The exact listing URLs or listing IDs. Not a search results page, not a seller's storefront in general.
- What's wrong with each listing. "Counterfeit" and "uses our photos" are different claims on most forms and are often handled by different teams.
- A good-faith statement and signature. Usually a checkbox and your typed name, declaring that the information is accurate. Take it seriously.
That last point matters more than it looks. Marketplaces track the accuracy of the people who report. An owner who files against legitimate resellers, or reports genuine goods as counterfeit, can lose access to the reporting tools — and a seller wrongly removed may have a claim against them. Before you file, make sure you can say specifically what on the listing makes it infringing. Our evidence file guide covers what to capture.
Amazon
Where: Amazon Brand Registry, using the Report a Violation tool. If you're not enrolled, Amazon also has a public Report Infringement form, but Brand Registry gives you far better tools.
Getting in: Brand Registry requires a registered trademark, or in many countries a pending application, in a country Amazon supports. Enrolment takes some time, so do it before you need it.
How it works: Report a Violation lets you search by brand, ASIN, keyword or image, select listings, and choose the type of infringement. For counterfeit claims Amazon may ask how you determined the product is fake — for example, a test-buy order number. Have that ready if you've done one.
Worth knowing:
- Many Amazon listings are shared by multiple sellers on a single product page. Be clear whether the problem is the listing itself (your logo on a product you don't make) or a specific seller offering fakes on your genuine listing.
- Brands with a good reporting history may qualify for additional tools, such as Project Zero's self-service removal. Check eligibility in your Brand Registry account.
eBay
Where: the VeRO (Verified Rights Owner) program.
Getting in: you submit a Notice of Claimed Infringement (NOCI) with your rights details and signature. Once accepted, you can report listings through eBay's VeRO reporting tool rather than sending a fresh notice each time.
How it works: you select the reason for each listing from eBay's list of infringement types — counterfeit, unauthorized use of trademark in a listing, unauthorized copy of images or text, and so on. eBay removes listings it accepts and notifies the seller, who may contact you or dispute.
Worth knowing:
- VeRO participants can create a public profile page explaining their rights and policies. It's worth doing; it answers questions from sellers and buyers before they email you.
- eBay is a large secondhand market. Reselling genuine goods is generally lawful, so used and pre-owned listings of your real products are usually not something you can remove. Focus on new-in-box at implausible prices, bulk lots, and listings that describe themselves as replicas.
Etsy
Where: Etsy's Intellectual Property Infringement Report form, linked from its IP policy page.
How it works: you identify your rights, list the infringing listing URLs, and describe the infringement. Etsy may remove or disable the listings and notify the seller. Repeated infringement can lead to the seller's shop being suspended.
Worth knowing:
- Etsy may share your report, including your name and contact details, with the seller so they can respond. Check the current policy and use a business contact you're comfortable having shared.
- A lot of what turns up on Etsy is "inspired by" handmade work. Your logo on a handmade product is a trademark question; a product that is merely similar in style often isn't. Be precise about which you're claiming.
AliExpress, Alibaba.com and other Alibaba Group platforms
Where: the Alibaba IP Protection Platform (IPP), which covers AliExpress, Alibaba.com, Taobao, Tmall and 1688 from a single account.
Getting in: you register an account and upload identification and proof of your IP rights. IPP verifies them before you can file. Budget time for this — it's not same-day.
How it works: once verified, you submit complaints against specific listing URLs, citing the rights on file. Sellers can respond, and you may be asked to reply to their response.
Worth knowing:
- Because one verified account covers several platforms, IPP is worth setting up even if AliExpress is your only current problem.
- Wholesale listings on Alibaba.com and 1688 are often the supply behind retail counterfeits elsewhere. They're worth reporting even if your customers never shop there.
Other places you'll run into
| Platform | Route | Note |
|---|---|---|
| DHgate | Its own IP protection program for rights holders | Register and verify rights first, like IPP |
| Shopify stores | Shopify's IP infringement report form | Shopify hosts the store; it forwards notices and may remove content |
| Walmart Marketplace | Walmart's IP claim form | Separate from Walmart's retail buying teams |
| Standalone websites | Notice to the hosting provider and registrar | No marketplace; see DMCA or trademark complaint? |
| Social shops | Each platform's IP report form | Often the fastest route; see fake support accounts |
Picking the right claim
On most platforms, the type of claim you choose decides which team reviews it and what evidence they expect. The usual mistake is filing a copyright claim when the real problem is a counterfeit, or the reverse. In short:
- Counterfeit or trademark claim — the product, packaging or listing uses your mark without authorization.
- Copyright claim — the listing uses your photos, product descriptions or other original material.
Many counterfeit listings do both. If a listing uses your own studio photos to sell a fake, the copyright claim on the photos is often the easier one to prove. We go into the difference in DMCA or trademark complaint?
After you file
Keep a simple log: listing URL, platform, date filed, claim type, reference number, outcome, and the date you last checked it. You'll need it, because reported sellers often come back under a new account or a new listing. That isn't a sign the process failed; it's how the problem behaves, and it's why enforcement is ongoing work rather than a one-off. See Why counterfeiters relist.
Know what you're filing against
Before any of this, you need a list of listings worth reporting — and it needs to exclude your own distributors and resellers. Scan your brand with Defenex: it's free, needs no account and takes about 90 seconds. Each finding comes with a quote from the page explaining why it was flagged, so you know what you'd be claiming before you file.