Who sells your brand on Amazon Europe? A 20-minute check

Most brand owners believe they know who sells their products on Amazon. When we look together, most are surprised. Here is a check you can do yourself in about twenty minutes, without any software.

Step 1. Search beyond your home market

Search your brand name on Amazon.de, Amazon.fr, Amazon.it, Amazon.es and Amazon.nl, and on Amazon.com.be, Amazon.pl, Amazon.se and Amazon.ie if your products travel. Many brands only ever look at the store in their own country, while their products are sold, and reviewed, in five others.

Step 2. Open “Other sellers” on your top five products

On each product page, open the list of other sellers and write down every name, the price and the delivery promise. Note who holds the Buy Box. Repeat this for your five best-selling products in each storefront.

Step 3. Look behind each storefront name

A storefront name tells you little. Under the EU Digital Services Act, marketplaces must show the trader’s business name, address and contact details. Click through to each seller profile and note the legal name and country. You will often find the same company behind several storefronts, or a company in a country where you never shipped a single pallet.

Step 4. Compare the list with your own distribution

Put the sellers next to the list of distributors, wholesalers and retailers you supply. Every seller you cannot place needs an explanation. Most unauthorised sellers buy from somewhere in your own supply chain, and finding that source is worth more than any number of complaints.

Step 5. Buy one unit from the seller you trust least

Order one product from the seller that looks most out of place. When it arrives, check the batch code, the expiry date, the language on the packaging, the seals and the texture against your genuine product. Keep the order confirmation and take photos. If something is wrong, this is the evidence a marketplace report needs.

What you can do with the result

Not every unknown seller is breaking the law. In the European Economic Area, genuine products that were first sold in the EEA with your consent can generally be resold. You do have grounds to act in other situations:

• counterfeit or look-alike products;
• genuine goods from outside the EEA that you never released for the European market;
• products that were repackaged, relabelled, altered, damaged or are past their date;
• misuse of your trademark, images or copyrighted content;
• a distributor breaching an agreement with you.

For everything else, the strongest answer is commercial: one official seller with the best content, reliable stock and fast delivery, so customers choose the real offer.

When twenty minutes is not enough

A manual check shows you a moment in time. Sellers change daily, prices move by the hour and a counterfeit can appear overnight. If the check raised more questions than it answered, our free brand check does the same work across Amazon in Europe and the US, bol, Kaufland, Galaxus and TikTok Shop. Our team sends you an email summary and PDF report within 7 working days.

This article is general information and not legal advice. Whether you can act against a seller depends on the facts and the country. Read more about Brand protection and parallel imports in the EU.