You built the listing, earned the reviews, won the Buy Box — then another seller appears on your ASIN, often undercutting you or shipping counterfeits. That’s a hijacker. Left alone, they steal your Buy Box, your sales and your reputation. Here’s how to remove them and keep them out.
What “hijacking” actually is
On Amazon, multiple sellers can list against the same ASIN. For generic products that’s normal. For your branded product, unauthorised sellers piggybacking on your listing — especially with counterfeit, used or misrepresented stock — is a hijack. They can win the Buy Box on price, and any bad experience lands as a review on your listing.
How to remove a hijacker
- Enrol in Brand Registry. This is the single most important step — it unlocks the tools to report violations and proves you own the brand. See Brand Registry & Transparency.
- Gather evidence. Do a test buy from the hijacker, document the packaging, condition and any differences from your genuine product, and keep the order details.
- Report the violation. Use Brand Registry’s “Report a Violation” tool for counterfeit, IP or condition issues, with your evidence attached.
- Send a cease-and-desist where appropriate — many opportunistic sellers back off once challenged by a brand owner.
- Use Transparency for persistent counterfeiting — unique codes let Amazon verify every genuine unit and block fakes.
The strongest long-term protections
- Brand Registry + Transparency to detect and remove fakes automatically.
- Project Zero (for eligible brands) to self-remove counterfeit listings.
- An active habit of monitoring your listings so you spot new sellers on your ASIN quickly.
What not to do
Don’t try to price-war a counterfeiter to the bottom — you’ll just destroy your margins. And don’t file vague IP complaints without evidence; weak or false reports can rebound on your own account. Build the case, then report it properly.
Part of the Amazon seller problems & fixes hub.
Frequently Asked Questions
How do I remove someone selling on my Amazon listing?
Enrol in Brand Registry, gather evidence with a test buy, and use the “Report a Violation” tool for counterfeit, IP or condition issues. A cease-and-desist and, for persistent fakes, the Transparency programme add further protection.
What is Amazon Brand Registry and do I need it?
Brand Registry is Amazon’s programme for registered brand owners. It gives you the tools to report and remove unauthorised sellers, plus benefits like A+ Content and a Brand Store. If you own a brand, it’s essential for protecting your listings.
Can hijackers affect my reviews and Buy Box?
Yes. A hijacker can win the Buy Box on price, and any negative buyer experience with their (often inferior or counterfeit) stock lands as a review on your listing — damaging both sales and reputation.
How do I stop hijackers coming back?
Use Brand Registry and Transparency so Amazon can verify genuine units, consider Project Zero if eligible, and monitor your listings regularly so you catch and report new unauthorised sellers quickly.
Fighting hijackers or counterfeiters on your listings? Book a free consultation — we help brands lock down their catalogue.