Unauthorized Sales Report 2025
How Marketplace Abuse is Costing Brands Revenue, Relationships, and Control
Executive summary
Unauthorized sellers have evolved from fringe disruptors to a persistent threat in today’s increasingly digital landscape. Operating across a diverse set of marketplaces, ranging from established players like Amazon to up-and-coming social commerce channels like TikTok Shop, these sellers undermine more than just pricing: they erode consumer trust, damage brand equity, and distort partner relationships.
- 41%admit they’re unsure whether they’ve lost the Amazon Buy Box.
- 30%cite the difficulty of simply pinpointing who these unauthorized sellers are as their biggest obstacle to action.
- Over halfreport meaningful harm to consumer trust.
Key findings
- 01
Unauthorized Sales Aren't Just a Pricing Issue
Over 50% of brands report damage to consumer trust and partner relationships, underscoring that unauthorized sales weaken long-term brand equity, not just margins.
- 02
Identification Remains a Top Barrier to Enforcement
Without clear attribution, legal teams can’t act, and e-commerce teams are left guessing at what to do. This blind spot delays action and undermines confidence in enforcement strategies.
- 03
Amazon Dominates Marketplace Risk Exposure
Because Amazon remains the dominant marketplace for most brands, even minor Buy Box disruptions or price undercutting can have outsized effects on performance.
- 04
Buy Box Losses are Undetected and Unresolved
Only 10% of brands are able to regain the Buy box within a day, while most require more than 4 days. For high-volume products, this delay can result in long-term loss of channel competitiveness
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How Marketplace Abuse is Costing Brands Revenue, Relationships, and Control
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