Brand protection on Mercado Livre, Shopee and Amazon: how to take down fake sellers
Pirate listings and fake stores using your brand drain sales and destroy reputation. The official brand programs + takedown solve it — when operated well.
Audience: Companies and Operations · Risk level: ATTENTION
Blindfy Intelligence Unit · Technical review by Blindfy
Scenario
Your brand shows up in listings you never created: counterfeit product, clearance pricing, photos stolen from your catalog. Customers buy thinking it's you — and the negative review lands on YOUR reputation.
How the scam works
Pirate sellers replicate entire catalogs in minutes. The big marketplaces run protection programs (the Brand Protection Program on Mercado Livre, intellectual property programs on Shopee, Brand Registry on Amazon) that offer a priority removal channel — but they require an INPI-registered trademark and a constant reporting operation.
Common mistake
Reporting listing by listing through the ordinary button, without enrolling your brand in the official programs. Without enrollment, each report is handled as a generic complaint; with it, removal goes through the fast track — and taking one listing down isn't enough: without monitoring, the listing reappears under another seller the following week.
Impact
Diverted sales, counterfeit product circulating under your name, negative reviews contaminating your reputation and, at the limit, downranking of your own legitimate listings.
What works
Trademark registration at INPI (the key that opens every program), enrollment in each marketplace's protection program, periodic sweeps by name/photo/EAN, batch reports through the priority channel and per-seller recurrence monitoring.
Protection checklist
- Confirm your trademark registration (or application) at INPI
- Enroll in Mercado Livre's Brand Protection Program
- Register the brand in Shopee's IP channels and Amazon's Brand Registry
- Run a weekly sweep: brand name, catalog photos, EAN codes
- Report through the program's priority channel — not the generic button
- Keep a dossier per repeat seller (for legal escalation)
- Monitor continuously: a removed listing tends to come back
Editorial sources
- CERT.br / NIC.br — Cartilha de Segurança para Internet
- ENCCLA / Ministério da Justiça — Enfrentamento a golpes digitais
Marketplaces are the new counterfeit counter — and the answer is a continuous operation, not one-off reports. Blindfy runs the vigilance and the serial takedowns for your brand.
