Selling on Amazon isn’t just about optimizing listings and running PPC ads. As a seller, you’re also responsible for defending your brand from those who don’t play fair.
Unfortunately, black hat tactics are alive and well in the Amazon ecosystem. From hijacked listings to fake reviews, competitor sabotage, and false infringement claims, bad actors are constantly looking for ways to gain an edge—at your expense.
If you’ve ever experienced strange listing edits, ASIN takedowns without warning, or an influx of 1-star reviews overnight, you may have been targeted by a black hat seller.
This blog post is your in-depth guide to understanding:
- What black hat tactics look like on Amazon in 2025
- How to identify and document bad behavior
- The exact steps to report and remove black hat sellers
- How to protect your brand moving forward
- Real-world tools and templates to help you act fast
Let’s dive in.
⚠️ What Are Black Hat Sellers?
“Black hat” sellers use unauthorized, unethical, or rule-breaking tactics to sabotage competitors and manipulate the Amazon marketplace for their own benefit.
While some sellers use “gray area” tactics like aggressive keyword stuffing or review outreach, black hat sellers go far beyond that.
Common Black Hat Tactics Include:
- Hijacking listings by attaching counterfeit or unrelated products to your ASIN
- Submitting false IP or trademark infringement claims
- Malicious listing edits, like changing your title, bullets, or images
- Fake negative reviews in waves to tank your star rating
- Upvoting/downvoting Q&A or reviews to manipulate buyer perception
- Keyword manipulation (adding irrelevant or offensive terms)
- Competitor targeting via ad click fraud
These aren’t just shady—they’re against Amazon’s Terms of Service and, in many cases, illegal.
🚨 Red Flags That You’re Being Targeted
Not sure if you’re a victim? Watch for these signs:
- Sudden spike in 1-star reviews that sound generic or unrelated
- Your listing title, bullets, or main image is changed without your permission
- ASINs being suppressed with no clear explanation
- You can’t edit your own listing—even as the brand owner
- Your PPC campaigns are draining budget unusually fast
- A new seller suddenly jumps on your private label ASIN
- Competitor ASINs are using your brand name in their titles or backend keywords
If any of these are happening to you—it’s time to act.
🧾 Step 1: Gather Evidence
Before Amazon can take action, you need to document everything. Amazon’s support team requires clear, specific proof.
Here’s what to collect:
For Hijackers:
- Screenshot the Buy Box showing another seller on your ASIN
- Document the storefront name, seller ID, and date
- Order the product if necessary to prove it’s counterfeit or unrelated
- Take pictures of the product and packaging when it arrives
For Fake Reviews:
- Take screenshots of suspicious reviews
- Note timestamps of when reviews came in (e.g., 10+ negative reviews in one day)
- Check if reviewers have posted similar reviews across multiple competitors
For Malicious Edits:
- Screenshot the listing before and after the changes
- Go to “Manage Inventory” > “Listing Quality Dashboard” to check contributions
- Use the Category Listings Report (enable it via support) to keep your master file updated
For False IP Claims:
- Save all correspondence from Amazon
- Prepare your trademark registration, brand registry documentation, and product imagery
- Screenshot the claim details in your Account Health dashboard
Keep all evidence in a labeled folder, ideally timestamped and backed up in the cloud.
🛠️ Step 2: Take Action Inside Seller Central
Once you’ve collected your evidence, it’s time to report the issue through the proper Amazon channels.
For Listing Hijackers:
- Go to Inventory > Manage Inventory
- Click “Report a violation” next to your affected ASIN
- Select “Product detail page tampering” or “Unauthorized sellers”
- Include screenshots, order numbers (if you purchased the hijacker’s product), and evidence of Brand Registry enrollment
You can also use the Brand Registry Violation tool if you’re enrolled.
For Fake Reviews:
Amazon doesn’t allow you to remove reviews manually—but you can report them.
- Go to the product detail page
- Click the “Report abuse” link under the suspicious review
- Provide a detailed reason (e.g., spam, irrelevant, abusive language)
- Report multiple reviews in bulk using a Seller Support ticket + screenshots
You can also escalate through Brand Registry support with a case ID.
For Malicious Edits:
- Submit a Listing Issue case in Seller Central
- Explain that the content has been changed by an unauthorized contributor
- Include before/after screenshots and Category Listing Reports
- Reference your Brand Registry ownership and ask for contributions to be locked
Ask support to escalate to the Captive Team if initial agents are unresponsive.
For IP or Trademark Abuse:
If someone files a false infringement claim against you:
- Respond immediately through the Account Health dashboard
- Upload supporting documentation (USPTO certificate, brand registry confirmation, photos)
- File a counter-notice with legal support if the claim was abusive
- Ask for the false claim to be reviewed and removed under abuse of the IP reporting system
In severe cases, you may want to consult an eCommerce attorney for next steps.
📈 Step 3: Monitor and Maintain Control
Once you’ve resolved the immediate issue, focus on preventing future attacks.
Proactive Measures:
🛡️ 1. Enroll in Amazon Brand Registry
This gives you control over:
- Listing content
- A+ Content
- Brand Store
- IP tools for reporting abuse
📦 2. Use FBA to Protect the Buy Box
FBA sellers tend to win the Buy Box, and Amazon prioritizes them in disputes over counterfeits or hijackers.
🔍 3. Enable Transparency or Project Zero
These Amazon programs provide item-level tracking and protection against counterfeits, especially for premium brands.
📤 4. Keep a Master Flat File
Maintain a master version of your listings using Category Listing Reports so you can restore correct content quickly.
👀 5. Monitor Your Listings Weekly
Use tools like:
- Helium 10 Alerts
- Sellerboard Hijacker Alert
- AMZAlert
- Manual listing audits
Catch changes early so you can respond before they affect your ranking or account health.
🤝 Step 4: Escalate if Necessary
If Seller Support isn’t responding or your issue persists:
- Ask to escalate to Account Health or Brand Registry escalation teams
- Open a case through Brand Registry with priority
- Use Amazon’s Policy Violation Escalation Form
- Tag Amazon reps via LinkedIn or escalate through trusted contacts (carefully and respectfully)
In rare cases, if the sabotage is ongoing and causing serious damage, consider legal action. Work with an attorney experienced in Amazon-related cases.
💡 Final Thoughts: Defend, Don’t Just React
Amazon is an incredible platform—but it’s not always a level playing field.
Black hat sellers are looking for cracks in your defenses. Your job is to stay one step ahead, monitor vigilantly, and respond fast.
By understanding the tactics they use—and how Amazon handles violations—you can keep your listings safe, your brand protected, and your sales on track.
✅ TL;DR: How to Take Down Black Hat Sellers on Amazon
| Tactic | What to Watch For | How to Respond |
|---|---|---|
| Listing Hijacking | Other sellers on your ASIN | Report via Brand Registry & order proof |
| Fake Reviews | Sudden negative review spikes | Report abuse + escalate via support |
| Malicious Edits | Listing changes without your input | Submit tickets + lock via Brand Registry |
| IP Abuse | False trademark or copyright claims | Provide registration + file counterclaim |
Need help recovering your listings or building long-term brand protection?
At Marketplace Valet, we help sellers defend their brands, optimize their listings, and win on Amazon—without playing dirty.
📩 Let’s talk about protecting your brand.
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