Cross-border e-commerce sellers are facing unprecedented challenges on Amazon's marketplace. Beyond navigating increasingly fierce price wars, merchants now risk account suspension for an unexpected reason: pricing their products too low. This paradoxical policy has left many sellers decrying what they call "unfair terms."
The situation has escalated to such extremes that some frustrated sellers have resorted to unconventional methods against counterfeiters, including posting funeral wreaths on product listings—a tactic that has backfired by alienating potential customers.
The Pricing Paradox
Recent reports reveal that Amazon requires third-party sellers to sign agreements prohibiting them from offering identical products at lower prices on competing platforms like eBay or Walmart. Violations can result in severe penalties including lowered search rankings, loss of Buy Box eligibility, or even account suspension.
One seller reported having their Buy Box privileges revoked due to "uncompetitive pricing," yet found themselves unable to adjust prices effectively—the platform continued displaying outdated prices that put them at a competitive disadvantage.
The Counterfeiting Conundrum
Compounding these pricing issues, sellers face rampant product hijacking, particularly during peak shopping seasons like Christmas. In desperate attempts to protect their listings, some merchants have turned to extreme measures that have created new problems.
International buyers have reported encountering disturbing product images altered to display funeral wreaths, prompting immediate returns. While these "curse tactics" reflect sellers' frustration, they ultimately damage business reputations and customer trust.
Critics note that Amazon's two-tiered price display system effectively directs traffic to counterfeiters by prominently showing hijacked listings, exacerbating marketplace chaos.
Alternative Solutions
Rather than resorting to ineffective and potentially harmful tactics, industry experts recommend several legitimate approaches:
- Completing brand registry and patent applications
- Utilizing Amazon's official reporting systems
- Documenting evidence for potential legal action
- Focusing on product quality and brand differentiation
Marketplace analysts suggest that Amazon should reevaluate its policies to better balance seller protections with fair competition. Creating a more equitable ecosystem would ultimately benefit both the platform and its merchants.
As the e-commerce landscape grows increasingly complex, sellers must prioritize innovation and operational excellence over short-term retaliatory measures. Sustainable success requires building genuine competitive advantages rather than engaging in destructive tactics.