E-Commerce Platforms’ Responsibility in Combating Counterfeits: Amazon, Temu and AliExpress
As global e-commerce markets have grown, digital distribution of counterfeit products has also reached record levels. Major platforms such as Amazon, Temu and AliExpress are now seen not only as…
Counterfeit Policy & E-Commerce Compliance • 2025
As global e-commerce markets have grown, digital distribution of counterfeit products has also reached record levels. Major platforms such as Amazon, Temu and AliExpress are now seen not only as sales channels but also as a brand protection and oversight ecosystem.
B10 Digital Agency • 2025 • Reading time: ~8 minutes
1. The Role of E-Commerce Platforms
Beyond connecting consumers and sellers, online marketplaces bear active responsibility for detecting counterfeit products. The EU Digital Services Act (DSA) and the US INFORM Consumers Act have imposed explicit oversight obligations on platforms.
- Mandatory seller verification (KYC/KYB processes)
- Product-origin checks and data-sharing obligations
- “Notice & Takedown” mechanism — mandatory rapid response
“Platforms are no longer mere intermediaries, but digital market overseers with active responsibility.”
2. Amazon Brand Registry
Amazon has one of the most advanced infrastructures for combating counterfeits. Its Brand Registry system provides a dedicated area of protection for registered trademarks.
- AI-based counterfeit product scan (image + text analysis)
- Automatic removal system (Notice & Takedown)
- Transparency Codes → QR-based verification added to product packaging
3. Temu & AliExpress Policies
New-generation platforms such as Temu, AliExpress and Shein offer advantages through low-cost production and global supply networks, but also stand out for counterfeit-product risks. Both Temu and AliExpress allow brands to report infringements quickly through IP Protection Portal systems.
- Temu → Intellectual Property Protection Portal for online reporting
- AliExpress → AliProtect system; submit complaints with images, brand names and uploaded documents
- Average processing time: 24 to 72 hours
“A rapid response on platforms such as Temu and AliExpress depends on accurate evidence and a complete complaint form.”
4. Notice & Takedown Process
When brands detect counterfeit products, they send a Notice (notification) to the platform. The platform reviews the content and, if necessary, carries out a Takedown (removal). These processes follow principles similar to those of the DSA and DMCA.
- Infringement detection (product, seller, domain)
- Evidence collection (screenshot, URL, date, trademark registration certificate)
- Submission through the platform portal (IP form / DMCA template)
- Review and removal (usually within 48 hours)
| Platform | Submission Portal | Average Time | Additional Feature |
|---|---|---|---|
| Amazon | Brand Registry / Transparency | 12 to 48 hours | AI automation + blockchain coding |
| Temu | IP Protection Portal | 24 to 72 hours | Automatic brand authentication |
| AliExpress | AliProtect | 48 to 96 hours | Global IP office connection (CNIPA, WIPO) |
5. Legal Remedies for Brands
- DMCA / DSA submissions: Content removal and compensation procedures
- UDRP: Domain cancellation or transfer requests for imitation domains
- WIPO / EUIPO complaints: International trademark registration protection
- Local legal remedies: Litigation before the Intellectual and Industrial Property Court in Türkiye
6. 2025 Trends: Predictive Enforcement
New-generation Predictive Enforcement systems let brands take precautions before infringements occur. AI models learn from past submissions to predict possible waves of counterfeit products.
- AI-based Seller Risk Score algorithms
- Automatic evidence collection (proof-pack)
- Instant removal with platform API connections
"The future of e-commerce platforms: building trust ecosystems, not just sales."
Protect your brand in global marketplaces.
B10 Digital Agency provides counterfeit detection, content removal and legal process management services on Amazon, Temu and AliExpress.
Sources and related documents
These documents provide references for the methods and rules discussed in this article.