# Black Friday counterfeiting: fake goods and suspicious sellers

URL: https://branddi.com/en/black-friday/pirataria
Atualizado: 2026-09-16

On Black Friday, low prices and a surge in sellers may conceal counterfeit goods, diverted distribution or unauthorized brand use. The response starts with correct classification: not every unauthorized offer is fake, and each hypothesis requires different evidence, documents and action channels.

## How are counterfeit goods different from unauthorized sellers?

A counterfeit imitates the trademark, package or product without authorization. An unauthorized seller may offer genuine goods outside commercial policy. Gray-market trade, channel diversion, unauthorized images, pricing breaches and modified catalog data are separate issues.
Calling every case counterfeiting weakens reports. Authenticity, authorization and offer conduct must be assessed separately.

## What should be monitored in marketplaces?

Create a baseline of authorized sellers, SKUs, EANs, images, descriptions, packaging, prices and promotional policy. Watch new sellers, abrupt price changes, Buy Box loss, duplicate listings and reviews suggesting a different product.

- prices inconsistent with stated origin or condition;
- official imagery paired with different packaging;
- new or inconsistent seller identities;
- missing disclosure of refurbishment, import or warranty;
- the same listing returning after removal.

## Which evidence supports action?

Record the offer URL, seller, SKU or ID, date, price, images, description, reviews and Buy Box position. Compare it with official products and assets. A test purchase and chain of custody may be necessary when the physical item determines authenticity.
Trademark documents, representative authorization and a specific violated rule reduce rejection.

| Situation | Core evidence | Initial response |
| --- | --- | --- |
| Possible counterfeit | Technical comparison and rights | Preserve and assess authenticity |
| Unauthorized seller | Policy and commercial origin | Investigate distribution |
| Unauthorized image or mark | Original asset and reproduction | Assess IP reporting channel |
| Price and Buy Box pressure | Offer and seller history | Use channel governance |

## How should occurrences be prioritized?

Prioritize consumer harm, estimated volume, offer position, Buy Box control, recurrence and propagation. Health and safety products require a different response from an offer with no known sales.

## Which metrics show channel control?

Track new and recurring sellers, active critical offers, official-store Buy Box share, time to decision, verified removals, republication and concentration by source. Claim recovered revenue only with a defined attribution method.

## FAQ

### Does every unauthorized seller offer fake goods?

No. Genuine products can be sold outside commercial policy. Authenticity, origin, authorization and offer conduct require separate assessment.

### Does a very low price prove counterfeiting?

No. It is an investigation signal. Compare origin, description, imagery, packaging, seller history and, when necessary, the physical product.

### What should be captured before reporting an offer?

URL, seller, product ID or SKU, date, price, images, description, reviews, Buy Box position and the brand's supporting documents.

### Does removing one offer close the case?

Not always. Monitor republishing, related accounts and recurrence to determine whether it is isolated or part of a network.

## Fontes

- [OECD/EUIPO — Global trade in fakes](https://www.oecd.org/en/topics/sub-issues/illicit-trade/counterfeit-and-pirated-goods.html)
- [Amazon — Brand Registry](https://brandservices.amazon.com/)