Shoe brand Birkenstock decided to no longer sell its products on Amazon, because it feels there are too many counterfeit items on the American platform.
Surge in Chinese sellers
Birkenstock will also no longer allow third party sellers to sell on Amazon. “The Amazon marketplace, which operates as an ‘open market,’ creates an environment where we experience unacceptable business practices which we believe jeopardize our brand,” CEO Kahan wrote to several thousands of its retail partners. “Policing this activity internally and in partnership with Amazon.com has proven impossible.”
The company is one of the many brands that has to deal with an increased number in counterfeit products on Amazon, a trend that surged after the increase in Chinese sellers. Birkenstock will soon inform all of its customers that any Birkenstock item on Amazon cannot be trusted and may indeed be counterfeit. Retail partners that do not pull out of Amazon prior to 1 January 2017, will be “dealt with appropriately”.
“By taking this course of action, we are, in effect, leaving the Amazon marketplace to counterfeiters, fake suppliers and unauthorized sellers with whom we have no relationships”, Kahan said.
