That seems like short-sighted thinking on the part of Amazon though. If I can I am now ordering anything expensive from the vendor directly and avoid Amazon. Just two years ago, I'd have even paid a little extra to have the purchase go through Amazon due to their fast shipping, easy returns and my Amazon store card given me 5% back on purchases. Just the last three months, I probably spent $2k-3k buying directly instead of via Amazon. That was 100% driven by not wanting to get fakes

> That seems like short-sighted thinking on the part of Amazon though.

I Amazon makes 1 billion extra each year, it can use it to buy a few of the "vendors" later on.

Profit now has more value than profit in 10-15 years.

Also, many people will be scammed by Amazon/vendor and they will never know it. To detect a fake some times a minimum knowledge is needed.

So, in the very short term, the Amazon customer is happy because he thinks that got a bargain, the seller is happy because the item is not returned, Amazon is happy because keeps their percentage. The authentic brand loses a sale and a year later it even looks bad when the fake fails and the customer blames the original brand.

And, if a customer detects the fake and complains. Amazon/vendor happily apologizes and returns the money. It is just part of being in the fake business.

Absolutely the same for me. Amazon is the new Best Buy for me. Back when online commerce was starting to really take off, it was very common to go to Best Buy to browse then go home and buy it cheaper online. Anymore, I use Amazon for the same thing, I go there to search then go elsewhere to buy.

These days, I only buy from Amazon if I need it quick and it isn't in stock locally.

Why? To save money?

How does their salary depend on them not understanding it? I would assume Amazon's bottom line would be helped by having employees who fully understand the market impact of fake reviews and can easily identify and take down fake reviews.