随着旺季到来，亚马逊跟卖现象愈发活跃。近期有卖家反映，不仅产品遭遇跟卖，还收到自称“第三方服务商”的邮件，声称付费即可协助移除跟卖者。此类行为暴露了当前跟卖市场的混乱与无底线，广大卖家务必提高警惕，做好预防与应对准备。
如何有效防止被跟卖
1. 实施Listing日常监控
卖家除关注Seller Central后台外，应定期以消费者视角检查产品Listing。若发现同一产品有多个卖家在售，即表明已被跟卖。建议设定固定周期进行排查，或使用专业工具（如酷鸟卖家助手）对ASIN进行24小时监控，以便及时发现并处理异常。
2. 加大品牌建设与独立站投入
建立品牌独立站有助于减少对亚马逊流量的依赖，规避平台规则限制，是防范跟卖的长远策略。通过独立站沉淀私域用户，不仅能降低跟卖风险，还能增强品牌自主经营能力。
3. 强化产品品牌标识
在产品本体及包装上显著展示品牌Logo，并在主图拍摄中清晰呈现品牌元素，可有效提升消费者对正品的辨识度，增加跟卖者的侵权难度。
4. 完成亚马逊品牌备案
及时在亚马逊平台申请品牌备案，需提前准备好公司官方网站等资质材料。品牌备案是获得平台知识产权保护的基础前提。
遭遇跟卖后的反击策略
1. 发送警告邮件要求下架
发现跟卖后，首先应通过站内信或邮件向对方发出正式警告，态度坚决地指出其侵权行为及可能面临的后果。可参考以下模板：
Dear “B”,
It has come to our attention that “B” is using the "A" trademark without license or prior written authorization from "A".
"A" holds federal trademark registrations in the United States. So “B” listings violate "A" trademark and intellectual property rights. You are also in breach of Amazon’s Participation Agreement.
Therefore, we demand that you immediately remove all listings on Amazon.com in which “B” utilizes our trademarks and images protected by copyright.
“B” currently has at least one listing on Amazon.com for products that utilize “A’s” trademarks and/or copyrights without authorization. See the following ASIN: ××××××××××.
"A" is the only entity authorized to provide authorization to sell its products on Amazon.com. Your listing constitutes a violation of "A's" trademark rights, copyrights, and Amazon’s Participation Agreement.
“B”'s infringing listings must be removed immediately to prevent damage to "A" brand and lost sales.
While "A" has many options available under this state. But we would prefer to resolve this matter amicably. Please confirm to us in writing within 24 hours, that you have:
(1) Removed all of "A’s" trademarks and copyright material from your Amazon.com listings and any other website or public display you operate;
(2) Removed all of "A’s" listings of products it claims to be associated with "A’s", including but not limited to the ASINs listed above.
Failure to take action within 24 hours will force us to report this serious violation to the Amazon seller performance team. This is licensed products to Amazon.com as well, Amazon seller performance team will take such violations very seriously, possibly resulting in removal of your selling privileges on Amazon.com.
Thank you for your attention to this matter. Please contact us if you have any questions.
Legal on behalf of "A"
2. 执行Test Buy并投诉
若警告无效，应立即进行Test Buy，购买跟卖店铺产品作为证据，证明其产品存在侵权或与描述不符。随后联系亚马逊Seller Performance Team发起投诉。
注意：部分长期跟卖者可能在察觉Test Buy后更改店铺名，但Seller ID不会改变，可作为识别依据。投诉时需提供跟卖产品与正品差异的详细对比照片及说明。
为加快处理效率，投诉邮件应包含以下信息：
- The ASIN/ISBN of the item's detail page and the product title（详情页ASIN/ISBN及产品标题）
- The store or business name of the seller you are reporting（被举报卖家的店铺或公司名称）
- Your order ID（订单ID）
- A concise explanation of the violation（违规简要说明）
重要提示：投诉邮件中避免使用“Trademark”或“Copyright”等字眼，以免案件被转至亚马逊Legal Department导致处理停滞。对于Test Buy订单，可申请退货并要求对方承担运费及全额退款。
3. 通过权利人入口投诉
若亚马逊初步回复无法删除跟卖Listing，已注册商标的卖家可通过权利人专属通道投诉：https://www.amazon.com/gp/help/reports/infringement
该渠道投诉成功率约90%。若首次投诉未果，可尝试更换客服重新开Case跟进。
打造爆款产品凝聚了大量时间、人力与财力投入，“卧榻之侧，岂容他人酣睡”。面对跟卖，卖家应果断采取上述措施全力反击，切实维护自身合法权益。