Consumers need to be vigilante when purchasing certain brands from Amazon. Counterfeiting is rampant wherein third party sellers sell counterfeits of many expensive brands. Owing to this issue and Amazon's inability to keep fraud sellers out of its domain, several brands like Birkenstock and Canada Goose have officially boycotted the e-commerce giant. This has become a conundrum for many struggling retailers today. While it is an important step towards controlling the counterfeits flooding the market, boycotting such an ubiquitous retail platform limits their sales and can have an adverse impact on their revenue.