How to detect counterfeits of your brand on Wildberries and Ozon

Why it is difficult to spot counterfeits on marketplaces

At first glance, it may seem that to identify counterfeits, it is sufficient to periodically enter a brand name into a marketplace search bar and check the list of products returned. However, in practice, this method proves to be insufficiently effective because violators use various masking schemes, specifically:

• Changing the brand name

Unscrupulous sellers intentionally distort the trademark name: they use similar spellings, swap letters, add extra characters, or mention the brand only in the product description. In other words, instead of an exact match, they use various variations that are more difficult to detect through a standard search.

• Selling "analogs" disguised as the original

A common scheme involves violators using photos of the original product, corporate branding, or descriptions, thereby creating the impression for potential buyers that the product was manufactured by the rightsholder.

• Rapidly changing product listings and sellers

Even if a violator receives a complaint, the listing can quickly disappear and reappear under a different SKU, name, or seller. This makes manual monitoring ineffective.

How to independently search for counterfeits on Wildberries and Ozon

The effectiveness of "manual" checks can be increased by making them more systematic, for example:

• Check different spelling variations of the brand

Infringers often count on the fact that the right holder monitors only direct matches, so look not only for the exact brand name but also for variations that may evoke an association with it. For example, common misspellings, transliteration, abbreviations, similar word forms, and versions in both Russian and English.

• Analyze sellers

Unknown sellers without a sales "history" can be suspicious, especially those who suddenly list a large volume of goods. Other signs of counterfeit goods include a lack of product documentation, product listings with low-quality photos, or incomplete descriptions. Sellers offering products significantly below the brand's official price should be checked particularly carefully.

• Monitor the use of branded materials

As noted above, infringers often use original logos and brand images, as well as borrow product listings from official sellers. Even though a product description may be accompanied by a "replica" or "analog" label, the essence remains the same: the buyer receives a non-original product, and the right holder faces customer dissatisfaction from low-quality goods associated with the brand.

• Monitor customer reviews

Reviews are one of the most underrated sources of information. Risk signals include complaints about low product quality, comments about non-compliance with the original, mentions of fakes, and grievances regarding packaging or labeling.

Why manual monitoring is often not enough

If a brand is present in multiple categories or its product range is updated regularly, manually searching for violations becomes extremely labor-intensive. For example, thousands of new products appear on Wildberries and Ozon every day, so checking all matches is time-consuming and, given potential masking techniques, becomes virtually impossible.

Furthermore, detecting a violation is only part of the challenge. To successfully protect a brand, it is crucial to properly document the signs of infringement and gather evidence; otherwise, the marketplace may refuse to consider the claim.

What to do if you find counterfeit goods

After detecting a potential violation, it is important to act systematically.

1. Record evidence

Take screenshots and save links to the product listings and descriptions, including price, SKUs, and photos; also record the seller's information. If the violation is serious, additional documentation may be required for further legal support.

2. File a complaint with the marketplace

Both Wildberries and Ozon provide procedures for intellectual property protection. Typically, the right holder must confirm their brand (trademark) rights and describe the violation. However, practice shows that a formal complaint does not always lead to the rapid removal of a listing, especially if the evidence base is poorly prepared.

3. Monitor for the reappearance of the product

Even after a listing is removed, the seller may post a similar product again. Therefore, brand protection is not a one-time task but a continuous monitoring process, including proper documentation of violations, handling complaints, etc.

For this purpose, automated solutions are more suitable than manual searching, and they are especially necessary when scaling a brand.

How to automate the search for counterfeit goods

It is obvious that the earlier a rightsholder detects an infringement, the lower the risk of losing sales, facing reputational issues, and seeing a decline in consumer trust in the brand.

Given that counterfeit goods on marketplaces do not disappear on their own, specialized solutions that allow brands with active sales to not only find potential violations but also manage the protection process are more effective.

For example, ZIPDetect helps automate the monitoring of Wildberries and Ozon, identify suspicious listings based on various criteria, and handle complaints centrally. Legal support is an additional advantage: the rightsholder does not need to navigate all the stages of interacting with the platform themselves when professionals take over the task.

This approach is especially relevant for companies that face the regular appearance of counterfeits and want to establish systematic brand protection and effectively safeguard their intellectual property on marketplaces.