If a listing promised an authentic brand item and the product you received appears counterfeit, preserve the evidence and open an authenticity or item-not-as-described case through the marketplace. Ask for a full refund through the platform. If the marketplace does not resolve the case, contact the payment provider promptly because its dispute deadline may be separate.

This article is for U.S. consumers. Amazon, eBay, PayPal, AliExpress, and Etsy use different policies, and your card issuer may impose another deadline. No marketplace or bank guarantees a refund simply because you believe an item is fake.

Copy-and-paste counterfeit product dispute template

Use this message in the seller's messaging system or the marketplace's case form. Keep it factual and replace every bracketed field.

Subject: Authenticity dispute for [Product] - order [Order Number]

Hello [Seller or Customer Support],

I am contacting you about order [Order Number], placed on [Purchase Date] for [Product Name].

The listing described the item as [authentic, genuine, new, or other exact wording]. The item I received appears not to be genuine because:

- [Specific difference in logo, stitching, materials, packaging, serial number, or date code]
- [Difference from the manufacturer's product photos or specifications]
- [Authentication finding, if available]

I have attached screenshots of the listing, order receipt, product photos, packaging photos, and [authentication report or other evidence].

Because the product does not match the listing's description, I am requesting a full refund of [Amount], including any shipping amounts covered by the applicable policy. Please confirm whether you want the item returned and provide the official return instructions. I will keep the item and packaging unchanged until I receive those instructions.

Please respond through this platform so the conversation remains part of the case record.

Thank you,

[Your Name]
[Order Number]
[Account email or username]

If an expert has not confirmed that the item is fake, use "appears not to be genuine" or "I have concerns about authenticity." Use a definite statement only when your evidence supports it.

Evidence that can support your claim

A marketplace or card issuer may need more than a statement that the item "looks wrong." Build a small, chronological evidence packet:

  1. Save the listing. Capture the title, seller name, product description, authenticity claims, product photos, price, shipping terms, and purchase date. Listings can change after a dispute starts.
  2. Keep transaction records. Save the order confirmation, invoice, payment record, tracking number, and delivery date.
  3. Photograph the item and packaging. Take clear pictures of labels, logos, stitching, hardware, serial numbers, seals, accessories, shipping labels, and defects. Keep the original box and packing materials.
  4. Show objective differences. Compare the item with specifications or images from the brand's official website. Point to a particular mismatch instead of relying only on the low price or your overall impression.
  5. Get independent authentication when it makes sense. A written assessment from a qualified, independent service may help with an expensive item. Check what the service examines, keep the complete report, and consider the cost before ordering it.
  6. Create a timeline. Note when you ordered, when the item arrived, when you contacted the seller, what the seller said, and when you opened a case.

Unless the platform instructs you otherwise, don't alter, wash, repair, discard, or return the item before you know how it wants the evidence handled. If the product could be unsafe, such as a charger, cosmetic, medicine, toy, or protective item, stop using it and preserve it safely.

Which dispute route should you use?

Start with the seller and the marketplace

Send the message through the platform rather than to a private email address whenever possible. On-platform communication gives the marketplace a record of your request and the seller's response.

Choose the most accurate case reason, such as counterfeit, authenticity concern, or item not as described. Don't select empty package, item not received, or unauthorized transaction unless that is what actually happened. An inaccurate reason can weaken an otherwise valid claim.

Ask for a full refund and clear return instructions. Don't close a marketplace case just because the seller promises to refund you. Wait until the refund is visible in the original payment account.

Amazon

Use the order page to contact the seller and select Problem with Order or the closest problem option that accurately describes the issue. If the seller does not resolve the problem, check whether an A-to-z Guarantee claim is available for that order.

Amazon's rules differ by marketplace. On the official Amazon A-to-z Guarantee information page, Amazon lists contacting the Marketplace Seller for more than 48 hours without a satisfactory resolution as one condition and also includes delivery-related timing conditions. That page applies to an Amazon EU marketplace, not automatically to a U.S. order. Follow the policy and deadline shown on your U.S. order and claim screens instead of copying a deadline from another country.

Attach:

Short Amazon case statement:

The listing described this [Brand] [Product] as authentic, but the item I received appears counterfeit because [specific facts]. I have attached the listing, order record, detailed photos, and [authentication report]. Please process a full refund under the applicable buyer-protection policy and tell me whether the item should be returned.

If Amazon denies the claim and provides an appeal option, review the stated reason and submit relevant new evidence rather than repeating the same message.

eBay

Open a request from your purchase history or the transaction's help page. Select the closest accurate reason, usually item not as described, and identify the authenticity problem in the explanation.

Review the eBay Money Back Guarantee policy for the transaction. eBay uses delivery or collection dates for certain timing rules and says a buyer or seller may appeal a decision within 30 calendar days. Your account's case screen and the current policy control the actual deadline.

Short eBay case statement:

The item was advertised as an authentic [Brand] [Product]. It is materially different from that description because [specific differences]. I am requesting a full refund under eBay buyer protection. The attached screenshots, photos, and [authentication report] show the discrepancy. Please provide the official return instructions if a return is required.

Reporting a counterfeit listing for intellectual-property review is separate from requesting a refund. Make the buyer-protection claim first or at the same time. A listing report does not automatically return your money.

PayPal

For a payment made through PayPal, open the transaction in the Resolution Center or Activity area and select Item Not as Described if that option fits. Explain that the item was advertised as authentic but appears counterfeit.

PayPal's U.S. Purchase Protection terms state that a dispute must be opened by the earlier of 30 days from delivery or fulfillment, as applicable, or 180 days from the payment date. Eligibility, exclusions, and the process can vary, so check the terms attached to your account and transaction.

Open the dispute promptly, respond to requests for information, and escalate it to a claim through the available account option if the seller does not resolve it. Don't close the dispute before the refund has cleared.

Short PayPal statement:

I authorized this purchase, but the item was advertised as an authentic [Brand] product and the item received appears counterfeit. The relevant evidence is attached, including the listing, order record, product photos, and [authentication report]. I am requesting a refund under the applicable Item Not as Described buyer-protection process.

If you later ask your card issuer to review the same transaction, tell PayPal and the issuer what has already happened. Don't seek or keep two refunds for one purchase.

AliExpress and Etsy

Use the order page's dispute, refund, or case process rather than sending a threat to a general email address. Select the truthful reason shown in your account, upload the listing screenshots and photos, and keep all communication on the platform.

For AliExpress, don't describe the issue as an empty package or a missing return unless that is accurate. If an appeal option appears, explain the original decision and add new evidence.

For Etsy, contact the seller through the order's help process first. If the matter is not resolved and the order qualifies for a case, submit the case through Etsy and include the exact listing language, your photos, and any authentication documentation. Eligibility and deadlines can depend on the transaction and your location.

If the platform does not resolve the problem

A card dispute is separate from a marketplace case. Contact the company that issued the card used for the purchase and ask which merchandise dispute category applies to counterfeit goods or an item materially not as described.

Tell the issuer:

Don't call an authorized purchase an unauthorized transaction just because the seller misrepresented the product. Unauthorized-transaction rules concern a different problem.

There is no single U.S. chargeback deadline or guaranteed "120-day window" that applies to every purchase. The issuer, card network, transaction date, payment method, and account terms can affect the process. Contact the issuer as soon as you identify the problem, especially if a marketplace deadline is approaching.

Message to a card issuer:

Subject: Merchandise dispute for counterfeit goods

I authorized the transaction with [Merchant] on [Date] for [Amount]. The listing represented the product as [exact promise], but the item received appears counterfeit or materially different from that description.

I first contacted the seller or marketplace on [Date]. The result was [no response, denial, partial refund offer, or other result]. I have attached the receipt, listing screenshots, product photos, messages, case decision, and [authentication report].

Please tell me the correct merchandise-dispute process, required documents, and deadline. This is a dispute about the goods received, not a claim that the card transaction was unauthorized.

If you paid with a debit card, prepaid card, bank transfer, wire, gift card, or payment app, the available process may differ from a credit-card merchandise dispute. Contact that provider immediately and ask which dispute category applies.

Why you should not copy a chargeback reason code

Card-network reason codes are not a universal consumer shortcut. The issuer or card processor assigns the code used in its system, and the available categories can depend on the payment rail and the transaction.

Describe the facts plainly and choose the merchandise or item-not-as-described category offered by your issuer. If the issuer asks for a reason code, use the code and wording it provides. Never force a code into the complaint or mislabel an authorized purchase as fraud.

A chargeback isn't an automatic appeal of a marketplace decision. The issuer may ask whether you returned the item, whether the merchant offered a remedy, and whether the product matched the listing. Submit the same evidence packet and answer each question directly.

Returns, partial refunds, and unsafe products

A platform may require you to return the item before issuing a refund. Follow only the return instructions shown in the official case or account page. Use tracking, photograph the package before sealing it, and keep the shipping receipt.

Don't mail a high-value item to an address sent through an unrelated channel. Ask the platform what to do if it says a suspected counterfeit must be returned, destroyed, or handled another way.

If the seller offers a partial refund, accept it only if you're satisfied with that outcome. Confirm whether accepting it closes the case or waives further claims under the platform's terms.

For a product that may injure someone, preserve the item and packaging, stop using it, and report the safety concern to the marketplace, manufacturer, and appropriate U.S. safety authority. A safety report is separate from a refund request.

Mistakes that commonly weaken a counterfeit claim

A short, specific chronology is usually more useful than an angry message. State what was promised, what arrived, why the difference matters, and what remedy you want.

Frequently asked questions

Do I need a certificate of authenticity?

Not always. A clear listing screenshot, detailed photographs, packaging evidence, and objective product differences may be enough for a platform to investigate. An independent authentication report can help with an expensive or disputed item, but it doesn't guarantee a refund.

Can I file with PayPal and my card issuer?

Don't try to collect twice. Review the applicable PayPal terms, tell both providers about any existing case, and follow the route that applies to the payment method. If one provider issues a refund or temporary credit, report that result to the other.

Is every "dupe" a counterfeit?

No. A product described openly as an imitation is different from one advertised as genuine. If the listing clearly disclosed that the item was not made by the brand, focus on the actual problem, such as a different material, size, condition, or feature, rather than claiming it was sold as authentic.

What if the seller says the item is genuine?

Reply with the specific evidence that contradicts the claim and keep the conversation in the platform's system. Ask the platform to review the listing and evidence. A dated, organized case file is more useful than an unsupported back-and-forth with the seller.

Your next step

Before contacting anyone, screenshot the listing and photograph the item, packaging, and identifying details. Then send the short template through the platform, open the correct case if the seller does not resolve it, and contact your card issuer promptly if the platform route fails or its deadline is near.