This is very true although, to be honest, even as a reasonably decent skier I'm not sure I could spot a counterfeit. In fact, except in the worst cases, I'm pretty sure I couldn't because I'm not enough of a gear-head in that arena.
I'm more confident with watches but, even then, it's only certain brands and models, and I'd have to do quite a bit of research and comparison to images of the real deal to spot a fake. For example, I'm not at all sure I could easily identify a fake G-Shock because there are so many different models, whereas I might do better on something like an SKX.
The sloppiness of a lot of counterfeits gives them away though: for example, I bought a Gamecube controller that turned up unbranded and (worse) with a USB connector. Of course, my old Wii - which I use for Gamecube games - was having none of it.
Amazon's counterfeit problem is only getting worse, and there's no reason to expect anything to change anytime soon.