How to File a Trademark Complaint on Amazon India
August 6, 2026
Key takeaways
- Amazon assesses trademark reports against evidence of rights, not against commercial harm.
- Brand Registry enrolment requires a registered or pending trademark and changes both the tools and the response time available.
- A report needs the specific ASINs, the registration number, and a clear statement of what infringes.
- Infringers relist under new seller accounts, so single-listing reporting rarely resolves anything.
A brand finds its own product photography on a listing it did not create, sold by a seller it has never authorised, at a price that undercuts its own. Or it finds its registered name in the title of a product that is not its own, catching search traffic meant for the real thing.
Amazon has a defined process for this. It is narrower than most brands expect, it turns almost entirely on evidence of rights rather than on unfairness, and knowing its shape in advance is the difference between a listing coming down in days and a complaint that goes nowhere.
Establish which problem you have
Counterfeit means goods bearing your mark that you did not make. Trademark infringement means your registered mark used in a title, bullet points, or brand field on goods that are not yours. Copyright infringement means your product images or listing copy reproduced without permission. Each has a different reporting basis, and a report that names the wrong one is frequently rejected on that basis alone.
An unauthorised seller offering genuine product is a different situation again. It is a distribution and contractual matter rather than an intellectual-property one, and Amazon will generally not act on it through the infringement channel - a distinction that surprises a lot of brands.
What Brand Registry changes
Amazon Brand Registry requires an active registered trademark, or in some jurisdictions a pending application filed through an accepted route, matching the brand name on the products.
Enrolment changes the tools available rather than the underlying test. Registered brands get automated protections that catch some infringing listings before a human report is needed, a bulk reporting interface for search-based discovery, and reports that are generally assessed faster because rights have already been verified once.
Without registration, reporting runs through the general Report Infringement form. It works, and it is slower, and every report carries the burden of establishing rights from scratch.
What a report needs to contain
The ASIN of every listing complained of, listed individually. A general complaint about a seller without specific ASINs cannot be actioned.
The trademark registration number, the registry it sits in, and the classes it covers. The mark must actually cover the goods in question - a registration in an unrelated class does not support a complaint about these products.
A specific statement of what infringes: which element of the listing uses the mark, or which images are yours, or on what basis the goods are counterfeit. 'This seller is not authorised' is not an infringement ground on its own.
Where a test purchase has been made and the goods received are counterfeit, that evidence is materially stronger than an inference drawn from price or listing appearance.
After the report
Outcomes range from removal of the listing to suspension of the seller account, and timelines are typically days rather than weeks for a well-evidenced report from an enrolled brand. Reports that lack specific ASINs or a matching registration are usually closed without action.
Sellers can and do counter-notify. A counter-notice does not mean the complaint was wrong; it means the dispute has moved to a stage where documentation decides it, and a brand that filed with complete evidence is already positioned for that.
Bad-faith or careless reporting carries real cost. Amazon tracks complaint accuracy, and a brand with a pattern of rejected reports finds its later reports treated with more scepticism - exactly when it needs them treated with less.
Why one listing is never the problem
The listing that was reported comes down. Within days a near-identical one appears under a different seller account, frequently using the same images and the same title structure.
This is the part that determines whether the effort was worth anything. Reporting is a reactive act; the marketplace surface has to be watched continuously for the pattern - the same product photography, the same misspellings, the same fulfilment fingerprints - or a brand simply files the same report indefinitely.
The same operations rarely confine themselves to one marketplace either. A brand being counterfeited on Amazon is usually also being counterfeited on Flipkart and Meesho, and often on social commerce surfaces that have no formal reporting channel at all.
How DiReFTY handles marketplace infringement
DiReFTY monitors marketplace listings for a client's brand name, product images and known misspellings across Amazon, Flipkart and Meesho together, so the relisting is caught rather than the original alone.
Each detection is documented to the evidentiary standard the reporting channel expects - ASINs, registration details, image provenance, and test-purchase evidence where the situation calls for it - and enforcement is coordinated across marketplaces rather than filed one platform at a time. The measure of success is the rate at which infringing listings return, not the count of listings removed.
Frequently asked questions
Do I need a registered trademark to report a listing on Amazon India?
For a trademark complaint, effectively yes - the report is assessed against evidence of rights. Copyright complaints about your own product images can be filed without a trademark, and are often the faster route while a registration is pending.
How long does Amazon take to remove an infringing listing?
For an enrolled brand filing a well-evidenced report, typically days. Reports missing specific ASINs or a registration covering the relevant class are usually closed without action, regardless of how long they have been open.
Can I report a seller selling my genuine product without authorisation?
Not through the infringement channel. Unauthorised distribution of genuine goods is a contractual matter, not an intellectual-property one, and Amazon will generally decline it. Where the goods are altered, repackaged, or sold outside warranty terms, other grounds may apply.
The listing came back under a new seller. Do I file again?
Yes, and the second report is faster because the evidence already exists. Recurrence is the normal pattern rather than the exception, which is why continuous monitoring matters more than any individual takedown.
What happens if the seller files a counter-notice?
The dispute moves to a stage decided by documentation. A brand that filed with a matching registration, specific ASINs, and evidence of what infringes is already positioned for that; a brand that filed on the basis of unfairness generally is not.
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