Velocity Sellers, Inc

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Brand Alignment & Your Unwanted 3P Sellers on Amazon
April 18, 2024

Welcome to our latest blog post, where we delve into the crucial concept of brand alignment, particularly in the context of third-party (3P) sellers on Amazon. In this digital age, e-commerce platforms like Amazon are extremely influential. It’s crucial for your brand to maintain consistency across various channels to ensure success. Let’s explore how brand alignment plays a pivotal role in the journey of 3P sellers navigating the Amazon marketplace.

What is Brand Alignment, and How Do You Protect Your Brand?

Brand alignment is a strategic approach to ensuring that a brand’s identity, messaging, and presence remain consistent across all channels, with a keen focus on Amazon’s marketplace dynamics. Firstly, we recognize two primary divisions within brand protection: gray market focus and fake focus. Secondly, fake prevention involves on-the-ground efforts like factory monitoring and legal actions. Meanwhile, gray market management tackles unauthorized sales outside designated territories or channels, disrupting the supply chain.

What sets us apart is our holistic approach to brand alignment. We leverage proprietary technology and data scraping capabilities to provide comprehensive solutions tailored to each client’s needs. Our services include proactive measures to prevent unauthorized sellers and maintain networks of authorized sellers. We also offer reactive strategies for enforcement when necessary. By taking a proactive stance, we aim to avoid issues before they escalate. This minimizes the infamous “whack-a-mole” scenario often associated with brand protection.

For 3P sellers on Amazon, maintaining brand alignment is crucial. Furthermore, unauthorized sellers, parallel goods, and arbitrage practices dilute brand integrity, disrupt sales channels, and risk customer trust. Consequently, our goal is to help brands achieve exclusive seller status or manage authorized seller networks effectively. This approach ensures a seamless shopping experience for consumers.

The “Black Hole” Theory

When it comes to selling on Amazon, many brands may find themselves delving into unfamiliar territory. For those accustomed to traditional business models, the world of 3P sellers on Amazon can be daunting. These sellers often emerge from various backgrounds and motivations, raising questions about their origins and practices within the marketplace.

Navigating the realm of 3P sellers reveals a diverse landscape, with different types of sellers pursuing distinct strategies. Among the most common are Arbitrage sellers, who capitalize on promotions and discounts from retailers like Target. These sellers use arbitrage groups and social media platforms to find profitable opportunities. They purchase products in bulk and resell them on Amazon at competitive prices.

While Arbitrage sellers may seem innocuous, their practices can have profound implications for brands. This is particularly true in terms of maintaining brand alignment, integrity, and pricing consistency. The phenomenon of unauthorized sellers undercutting Amazon prices can lead to the “black hole theory.” This theory suggests that even a single unauthorized seller can disrupt the entire ecosystem. This causes significant harm to a brand’s authorized seller network and undermines its market position.

The consequences of unauthorized sellers extend beyond the realm of e-commerce, affecting brick-and-mortar retailers as well. Consumers often engage in showrooming, inspecting products in-store before purchasing them at lower prices online. This behavior not only diminishes the value of brick-and-mortar retailers but also exacerbates the challenges faced by brands in maintaining consistent pricing across different sales channels. In response to these challenges, brands must adopt a proactive approach to brand alignment protection.

Real-World Examples From Brand Alignment

The challenges of gray market goods are not exclusive to small or emerging brands. Even global enterprises with extensive distribution networks can find themselves struggling with the consequences of unauthorized sellers infiltrating their supply chain. Take, for example, a leading printer manufacturer with whom we collaborated. Despite their robust control measures, they discovered units being sold from a different country, causing distress among their numerous partners unable to move inventory.

In such scenarios, the reactive approach often exacerbates problems and damages vendor relationships. However, Brand Alignment advocates for a proactive stance in tackling these issues. Instead of waiting for complaints, we proactively investigate potential supply chain breaches as soon as inventory arrives at Amazon. We provide brands with actionable insights early on. This empowers them to mitigate risks and maintain a smoothly functioning ecosystem.

Gray market activities are not confined to opportunistic arbitrage sellers seeking quick profits. At the heart of this issue are sophisticated cartels with substantial purchasing power. They orchestrate large-scale imports of genuine products at discounted prices. These cartels operate within legal boundaries, exploiting loopholes in distribution agreements and regional pricing disparities. This undermines established brands’ pricing structures.

To effectively combat the infiltration of gray market goods, brands must foster alignment across all levels of their organization. From C-level executives to frontline sales personnel, everyone must be committed to enforcing pricing policies and safeguarding brand integrity. Brand Alignment provides tools and strategies to identify unauthorized sellers and disrupt their operations. It helps preserve the brand’s market position. This service offers a comprehensive suite of services tailored to each brand’s unique needs. It ensures long-term resilience and profitability in the complex e-commerce landscape, especially for third-party (3P) sellers on Amazon.

How To Fix Brand Alignment Problems?

Addressing the challenge of unauthorized 3rd-party (3P) sellers on Amazon requires a robust brand alignment strategy. Let’s delve into how this synergy between brand protection and strategic alignment can mitigate the impact of these sellers:

Identifying Unauthorized 3P Sellers: Brand alignment involves proactively monitoring online platforms like Amazon to identify unauthorized 3P sellers. By leveraging advanced tracking tools and algorithms, brands can swiftly detect and assess unauthorized listings.

Implementing Targeted Enforcement: Once unauthorized 3P sellers on Amazon are identified, brands can take decisive action to enforce their policies. This may include issuing cease-and-desist notices, filing intellectual property complaints, or implementing price enforcement measures to ensure alignment with brand standards.

Mitigating Channel Conflict: Brand alignment extends beyond enforcement to reduce channel conflict and maintain harmonious relationships with authorized sellers. Brands can employ strategies such as price parity agreements, transparent communication, and channel segmentation to foster collaboration and alignment across distribution channels.

Enhancing Brand Visibility and Control: By aligning with authorized sellers and implementing stringent distribution policies, brands can improve their visibility and control over their products on Amazon. This ensures a consistent brand experience for customers and minimizes the risk of unauthorized sellers diluting brand equity.

Monitoring and Adaptation: Brand alignment is an ongoing process that requires continuous monitoring and adaptation. Brands must stay vigilant against emerging threats posed by unauthorized 3P sellers and adjust their strategies accordingly to maintain alignment with their brand objectives.

In essence, brand alignment serves as a strategic framework for brands to combat the challenges posed by unauthorized 3P sellers on Amazon. By aligning efforts with broader brand goals and fostering collaboration with authorized sellers, brands can safeguard their brand integrity and maximize their presence in the online marketplace.

How Does Brand Alignment Track Down 3P Sellers on Amazon?

The brand’s collaboration empowers us to effectively combat unauthorized resellers on Amazon, achieving success in the majority of cases, especially with more significant offenders. Challenges arise primarily from internal inconsistencies within the brand, such as different divisions continuing sales to unauthorized parties or inadvertent oversights leading to substantial market disruptions. However, with unified internal cooperation and adherence to our recommendations, we can defeat even the most organized and astute reseller groups.

Yet, temptation often lurks in the form of lucrative deals for the brand, particularly when faced with significant financial offers. Some sellers exploit this vulnerability, leveraging monetary incentives to sway brand alignment or encourage overlooking unauthorized activities. Despite these hurdles, many sellers find ample profit potential on Amazon, fueling their persistence in circumventing brand policies.

Private investigation is pivotal in unveiling these intricate networks operating in the shadows. The complexity and sophistication of these networks across various industries often surprise even seasoned investigators. Yet, our commitment remains unwavering in dismantling these illegal operations, safeguarding brands’ alignment, integrity, and market presence.

Defeating Even The Smartest Grey Sellers

The brand’s willingness to collaborate with us is instrumental in our ability to effectively overcome unauthorized resellers, particularly the major players, with a success rate nearing 100%. However, instances of failure typically stem from internal communication gaps or divisions within the company that are unwilling to cease dealings with these entities. Oversights, such as inadvertently supplying large quantities of products to unauthorized sellers, can also disrupt the market significantly, leading to prolonged consequences.

Ensuring internal cohesion and brand alignment with our strategies is crucial for victory against these well-organized and astute reseller networks. Nevertheless, external pressures, such as lucrative financial offers, often test the brand’s resolve, especially during periods of sluggish sales. Some 3P sellers on Amazon exploit this vulnerability, leveraging monetary incentives to sway brand alignment or induce overlooking unauthorized activities. Despite these challenges, the allure of profit potential on Amazon remains a driving force for many sellers, fueling their persistence in evading brand policies.

Through diligent private investigation, we illuminate the intricate networks operating discreetly in the shadows. The complexity and maturity of these networks across various industries are often surprising, highlighting the pervasive nature of the issue. Yet, our unwavering commitment to dismantling these illicit operations remains steadfast, safeguarding the brand’s integrity and market presence.

Brand Alignment Amidst Challenges of 3P Sellers on Amazon

It’s like a “Looney Tunes” scenario sometimes, isn’t it? You know, like Ralph and the coyote punching in for their shift, exchanging pleasantries before getting into the usual routine. In our case, it’s encountering these same illegal groups and having that “Hey, Ted” moment with them. They’re pretty familiar with us by now, although we prefer to keep a low profile to avoid unnecessary attention.

Regarding your question about encountering the same groups across different clients, it’s indeed a bit like “Groundhog Day.” We often find ourselves dealing with the same individuals across various industries. Apparel, consumer electronics, beauty products—each niche has its own set of recurring characters. They usually operate within their specific market, sourcing products from distributors who work with multiple brands, which sometimes leads to conflicts with brand alignment.

It’s not uncommon for these sellers to collaborate pool resources to make bulk purchases from distributors, expanding their influence across multiple brands. It’s all about maximizing their profits and exploiting any opportunity that comes their way.

But despite this repetitive nature, we strive to approach each brand’s situation with fresh eyes and unwavering determination, ensuring alignment with their goals and strategies. While it may sometimes feel like we’re stuck in a loop, we’re committed to breaking free and delivering results for our clients, one unauthorized seller at a time on platforms like Amazon.

Overcoming 3P Seller Challenges on Amazon

For sellers facing 3P sellers on Amazon and brand alignment issues, we hope the information shared here has illuminated a path forward. Remember, no matter the scale or complexity of the problem, solutions are within reach. With a collaborative approach and a commitment to proactive strategies, brands can overcome these obstacles and reclaim their market position.

Let’s continue striving for a marketplace where brands can thrive with integrity and confidence.

If you’re navigating the complexities of selling on Amazon and considering different platforms, be sure to read our detailed comparison on Amazon Vendor Central vs Seller Central: Why to Switch. This article will help you understand the key differences and advantages of each option to make an informed decision about the best strategy for your business.

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Amazon Managed Services

With over $1B in revenue driven and 60+ employees with specialized knowledge of the Amazon ecosystem, we are the experts in this space.

Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche


An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner


Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​


As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.


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