The most sobering session at the Seller Growth Summit was on brand protection, l
By Danan Coleman · July 24, 2026 · Curated by George's Blog
The most sobering session at the Seller Growth Summit was on brand protection, led by Katharine Lister and Keri Cusick.
The threat landscape is more organized than most sellers realize. The tactics bad actors are using right now:
1. Buying real products and swapping the contents with their own.
2. Identity fraud, paying people to use their identity to create brands on Amazon.
3. Fracturing their operations by paying people to open companies in different countries, so it looks like a real presence when it is really a shell for the bad actor.
4. Trademark squatting, watching where you have and have not registered your IP, then buying the mark in a marketplace you expected to expand into and extorting you to buy it back.
On defense, the scale is genuinely impressive. Amazon says it scans billions of listing-change attempts every day and prevents over 99% of infringement before the seller ever sees it. There is a Brand Registry Impact Dashboard to show you the effect, and the reporting model works backwards from seller feedback.
One honest reservation: Amazon is tracking activity across other marketplaces and the wider internet to power predictive brand protection. That protects the platform, but sellers do not get access to that same data to protect themselves. I would love to see that gap close.
If you own a brand and have not built out your Brand Registry, move it up the list.
#BrandProtection #Amazon #BrandRegistry #IntellectualProperty