CNBC published a report on how Amazon counterfeits have hindered businesses large and small. The reporter put a focus on Forearm Forklift, a manufacturer of lifting straps for moving, and their perils battling third-parties who are selling “identical” products on the e-commerce powerhouse’s site. These counterfeits are of cheaper quality and lower function, prompting buyers on Amazon to leave poor reviews, hindering business for the once profitable company. These third parties even go as far as using the same logo, packaging, and images that Mark Lopreiato, the founder of Forearm Forklift, uses on the authentic product.
According to the report, Amazon is becoming one of the most disruptive forces in the retail industry, with their stock climbing 37% in the last year. The problem with counterfeit goods stems from Amazon’s fixation with providing the lowest-cost option for virtually any product sold on the market. This has caused counterfeiters to undercut brands by providing a cheaper alternative of the product, triggering consumers to purchase the cut-rate option. Big names like Birkenstock and Cuisinart have fallen victims to counterfeiting as well, with Birkenstock refusing to sell on Amazon starting in 2017.
With the spike in Amazon counterfeits, how does your housewares brand combat the blows to business? The answer is simple; through online marketing.
Make Your Online Store More Visible
Creating online visibility is one of the best ways to combat counterfeiters who are undercutting your brand. Similar to spam, once you report one counterfeiter, another one pops up. The cycle is never ending. Online marketing provides the opportunity for housewares brands and other e-commerce based businesses to:
- Increase visibility
- Offer education on your product
- Attract customers to your website store
By using a combination of paid and organic digital marketing, you can position your housewares product in an authentic and valuable way to consumers, thus boosting profits and combating the counterfeiters that are trying to undercut your business. 91% of consumers rate authentic branding as the most important component in purchasing a product, truncating product utility and brand popularity. A strong online marketing strategy allows your company to show genuine authenticity, create strong visibility over third-party imitations, and increase return on investment.