Keep the item and the packaging if you think an online purchase may be counterfeit. Save the listing, the order confirmation, and the payment record before the page can change. Contact the seller through the marketplace, then open the platform's formal case while that order still has time left. If that path stalls, ask your card issuer, bank, or wallet whether a merchandise-not-as-described dispute is available.
Refund percentages for suspected fakes aren't standardized. Neither is a 14-, 30-, or 60-day counterfeit deadline. Marketplace policy, the seller's terms, and the payment method you used usually decide what you can still do. The steps below are for U.S. consumers. International orders and customs matters can follow different rules.
What a counterfeit dispute actually involves
A counterfeit dispute is an authenticity complaint: the buyer believes a product was presented as genuine but is an unauthorized imitation. A flimsy item, used wear, damaged packaging, or a product that simply doesn't match the photos may belong in an ordinary "not as described" case instead. Those details can raise suspicion. They don't automatically prove counterfeiting.
Most buyers never start in court. The usual first stop is the marketplace's return, buyer-protection, or item-description policy. The seller may still accept a return or issue a refund. Separately, your card issuer, wallet, or bank can review the transaction under its own rules. A regulatory complaint can put a fraud report on file, but the agency generally doesn't decide your individual refund.
The FTC's guidance on buying from online marketplaces draws a useful line. Some operators leave payment, returns, refunds, and delivery mainly to the buyer and seller. Others run a formal resolution program. Check who sold the item, who processed the payment, and which policy applies before assuming the marketplace will make you whole.
A platform decision also isn't a court ruling. The company may refund you under a commercial policy without deciding whether a crime or trademark violation occurred.
Step 1: Preserve the product and build your evidence
Do this before you return, repair, clean, or throw the item away. Listings disappear. Sellers also edit descriptions after a complaint lands.
Save:
- Clear photographs of the product, packaging, labels, logos, stitching, seals, holograms, serial numbers, batch codes, and accessories
- Screenshots of the complete listing, including the seller's name, any "authentic" or "genuine" claim, condition, photographs, price, shipping terms, and return policy
- Your order confirmation, receipt, tracking history, payment record, and order number
- Messages with the seller, marketplace support, and any brand or authenticator
- A short timeline of when you ordered, received, inspected, and reported the item
- Photos comparing the item with the brand's official product information or a known genuine example
If you think a cosmetic, food product, charger, child-safety item, or other product could be unsafe, stop using it. Leave it in its existing condition and tell the marketplace why you stopped.
An authentication report can help with luxury goods and technically complex products, but it isn't always required and it isn't automatically conclusive. If you pay for one, use a qualified independent service and ask for a written report that identifies the item, explains the method used, and states the conclusion. Don't assume a certificate sold by the seller or a marketplace vendor will settle the dispute.
The FTC's online shopping guidance also recommends reviewing seller information, product terms, delivery and refund policies, and keeping transaction records. Reviews can provide leads. A review or a low price alone isn't proof that an item is counterfeit.
Step 2: Contact the seller through the platform
Send one factual message through the order page or marketplace messaging system. Avoid accusing the seller of a crime unless an authoritative source has confirmed that conclusion. Describe the discrepancies you can see and request a refund under the applicable policy.
You can write:
I received order [order number] on [date]. I believe the item may not be authentic because [specific facts]. The listing represented it as [exact claim]. Please confirm the return and refund process through this platform. I have preserved photographs and the order records.
Keep the conversation on the marketplace. Extra risk shows up when a seller asks you to close the case, pay a separate "inspection" fee, ship the product to an unrelated address, or take a partial payment off-platform. Don't send bank details or identification unless the official case process requires it.
If the seller agrees to a return:
- Ask for the platform's approved return instructions.
- Photograph the item and package before shipping.
- Use the supplied label or another tracked service as required.
- Keep the drop-off receipt and tracking number.
- Don't mark the issue resolved until the refund has actually been credited.
Don't mail a suspected counterfeit directly to a brand, another buyer, or an address supplied in an unverified message. The marketplace may have special instructions for suspected counterfeit goods.
Step 3: Open the marketplace dispute before its deadline
Use the closest truthful reason. Choose "counterfeit" or "authenticity" when those options exist. If they don't, "item not as described" may be the more accurate category. Explain the authenticity concern in the description and attach your evidence.
Submit the order number and delivery date, a short explanation based on observable facts, the listing screenshots, product photographs, any seller response or refusal, and an authentication report or brand communication if you have one. State the remedy you want, usually a full refund and instructions about the item.
Upload original files where you can. A heavily edited collage is a weak substitute. Redact full card numbers, passwords, and unnecessary government identification.
Amazon
Start with the order's problem, return, or customer-help flow. For an eligible marketplace purchase, check whether Amazon's A-to-z Guarantee process is available after you've contacted the seller.
Amazon's A-to-z Guarantee information says buyers may need to contact the seller first and wait more than 48 hours if the issue remains unresolved. That linked page is for Amazon EU, so don't treat its timing as a universal U.S. rule. The terms and deadline displayed for your U.S. order and account control.
Describe the item as suspected counterfeit and include the listing's authenticity claim. Follow Amazon's instructions about whether to return the item or hold it while the claim is reviewed. Outcomes depend on the order, the evidence, the seller's response, and the applicable policy. Don't rely on claims that Amazon refunds a fixed percentage of counterfeit complaints.
eBay
Open the issue from Purchase History and select the reason that accurately describes the problem, usually "item not as described" if no counterfeit option is shown. State clearly that you believe the item isn't authentic, then attach the listing, photographs, and supporting documentation.
The eBay Money Back Guarantee policy contains delivery-linked deadlines and other eligibility conditions. It also says a buyer or seller may appeal eBay's decision within 30 calendar days of that decision. Check the policy and the order page for the deadline that applies to your transaction rather than relying on a general 30-day statement.
If eBay authorizes a return, use the required tracking and retain proof of delivery. A PayPal or card dispute is a separate process. Opening one doesn't automatically extend eBay's deadline.
Etsy, AliExpress, Shein, Walmart Marketplace, and Shopify stores
Use the order's current Help, Contact Seller, Return, or Open Dispute function. After you submit, save a screenshot of the deadline and the case number.
Don't apply a generic 14-day or 15-day rule to every order. Eligibility can vary by country, seller, product category, delivery status, and payment method. Shopify hosts independent stores, so Shopify may not be the seller and may not be the party that decides whether a merchant issues a refund. In that situation, review the store's terms, contact the merchant through its official channel, and preserve the payment record for a possible payment-provider dispute.
| Platform or seller type | Start with | Don't assume |
|---|---|---|
| Amazon marketplace | Order help, seller contact, and A-to-z if eligible | A universal 48-hour or 60-day rule |
| eBay | Purchase History and Money Back Guarantee | Every transaction has the same deadline |
| Etsy | Order help, seller contact, and the current case option | Automated detection guarantees authenticity |
| AliExpress, Shein, or Walmart Marketplace | The dispute or return screen for that order | A deadline from another country or product category |
| Shopify store | The merchant's policy and the payment provider | Shopify itself will automatically refund the order |
What evidence is most useful?
Useful evidence connects three things: what the listing promised, what you received, and why the difference matters.
| Evidence | What it can show | Limitation |
|---|---|---|
| Listing saying "authentic" or "genuine" | The seller's representation | It doesn't prove the seller knew the item was fake |
| Photos of labels, serials, materials, or packaging | Specific inconsistencies | One odd detail may have an innocent explanation |
| Order and payment records | The transaction, seller, and amount | They don't establish authenticity by themselves |
| Brand or expert assessment | A specialized opinion | Some brands won't authenticate items, and paid reports vary |
| Seller invoices or distribution records | Where the seller says the product came from | An invoice can be incomplete, altered, or unrelated to the exact unit |
| Safety or technical testing | Whether the product may be unsafe or materially different | Testing may cost money and may not be required by the platform |
A serial-number mismatch, unusually low price, spelling error, or poor packaging is best described as a warning sign rather than final proof. "The batch code does not match the brand's format" is stronger than "the seller committed fraud," unless an appropriate authority has made that finding.
If the marketplace denies the claim
Read the denial carefully. It may say the case was filed after the platform's deadline, the evidence didn't show a difference from the listing, the item had to be returned but tracking was missing, the platform couldn't authenticate the product, the purchase or payment method sat outside the buyer-protection program, or the seller rather than the platform is responsible for the refund.
Appeal through the official case page if an appeal option exists. Respond to the stated reason with a short, organized package of evidence rather than sending the same message again. If the item was removed from the site, include the screenshots you saved before filing.
If a marketplace deadline is close, contact your payment provider at the same time and ask which dispute category and deadline apply. Tell the provider that you authorized the purchase but received an item you believe is counterfeit or materially not as described. Don't report the transaction as unauthorized if you made the purchase yourself.
Payment disputes are separate from marketplace claims
The payment rail matters.
Credit cards are often the most documented path. Ask the issuer about a billing dispute for merchandise that was not as described or was not authentic, then provide the listing, receipt, photographs, seller messages, and marketplace decision. Ask for the filing deadline and required format.
Debit and prepaid cards can work differently. Contact the bank or card program promptly rather than assuming the credit-card process applies.
PayPal and other digital wallets have their own transaction dispute screens and time limits. Use the limit shown in the account, and provide the marketplace case number if requested.
ACH transfers, wires, and peer-to-peer payments are harder to reverse, especially when you authorized the transfer. Contact the financial institution immediately.
If more than one remedy is in play, tell the payment provider whether the marketplace has already refunded you or is still reviewing the claim. A refund and a payment reversal for the same amount can create a new problem.
A payment provider decides under its own agreement and procedures. A chargeback request isn't a guaranteed refund, and a marketplace denial doesn't automatically require the issuer to decide in your favor.
Reporting a fraudulent seller
If you believe a seller is running a broader scam, selling unsafe products, or using false business practices, report the conduct to the marketplace and the brand's intellectual-property or fraud team. Include the seller profile, listing links saved as screenshots, order information, and a factual description.
You can also use the FTC's consumer fraud contact information. A report can help an agency identify patterns, but it isn't a substitute for the marketplace or payment dispute that seeks your individual refund.
For a substantial loss, a customs notice, a demand letter, or a dispute involving resale activity, consider speaking with a lawyer licensed in the relevant U.S. jurisdiction. General online advice can't determine your rights in a particular transaction.
What to do if U.S. Customs stops or seizes the package
A carrier tracking message that a package is delayed is not the same thing as a formal notice from U.S. Customs and Border Protection. If you receive a notice, treat it as a separate government matter, not as an ordinary marketplace return.
- Read the entire notice. Identify whether it describes detention, seizure, forfeiture, a request for information, or another action.
- Record the response date and delivery date. The notice controls the deadline and method. Don't rely on a generic internet claim that every case allows 10, 30, or 35 days.
- Verify the contact information. Use the official government details printed on the notice, and be alert for payment scams or fake customs messages.
- Gather truthful records. Keep the order confirmation, invoice, payment proof, listing screenshots, seller messages, and any evidence that you didn't knowingly order a counterfeit.
- Follow the notice's response instructions. It may explain whether you can submit a petition, claim, other documentation, or an abandonment request.
- Get prompt legal help when the stakes are high. Do this especially if the shipment was commercial in quantity, the notice asks for a sworn statement, or it mentions penalties or possible intentional importation.
Don't resell, reship, alter, or destroy the goods while the matter is unresolved unless the agency or platform gives clear instructions. A marketplace refund also doesn't automatically close a customs proceeding.
This section concerns goods entering the United States. Other countries use different customs procedures and deadlines.
If you're a seller accused of selling a counterfeit
Treat the accusation seriously without assuming that every complaint is correct. Authenticity, authorization to sell, condition, and product description are separate issues.
Pause the affected listing and review related inventory so the same SKU isn't relisted while the issue is pending. Save the original listing, product photographs, order records, buyer messages, and platform notices. Respond through the official seller portal before the displayed deadline.
Provide traceable supplier invoices, purchase orders, distribution records, product identifiers, and any independent testing or brand correspondence. Explain the corrective action, such as removing an inaccurate "genuine" claim or separating used and new inventory. If the platform will identify the listing or product detail it found problematic, ask for that information. Appeal a suspension with one clear explanation and supporting documents.
Redact unrelated customer data and financial account numbers. Never alter an invoice, create an authenticity certificate, or submit a document for a different product. Supplier paperwork can support an appeal, but it doesn't guarantee reinstatement or establish that every unit in inventory is genuine.
If a brand threatens litigation, seeks a payment, or alleges intentional trafficking, preserve all records and obtain advice from a qualified professional rather than trying to negotiate through repeated marketplace messages.
Mistakes that can weaken a counterfeit claim
Waiting until the marketplace return window has expired is a common way to lose. So is returning the item without tracking, or without following the platform's instructions. A close-up photograph with no listing or order record rarely carries the claim. A low price, a bad review, or a packaging flaw isn't conclusive proof.
Other problems include moving the conversation or payment off the platform, filing an "unauthorized transaction" claim when you authorized the purchase, opening duplicate or contradictory cases with the marketplace and the payment provider, publicly accusing the seller before the evidence is reviewed, sending a suspected counterfeit to another person or putting it back into commerce, and ignoring a formal customs notice because the seller promised a refund.
Photograph the item today, screenshot the listing, and start the marketplace case on that order. Then check the deadline attached to your specific payment method so a second clock doesn't run out while the first one is still open.