Amazon does allow companies to register their brand and prohibit others from selling it on amazon. Or maybe ETI is pulling the same stunt and claiming resellers are selling counterfeits when they are actually just reselling the same product.

Why should ETI allow others to sell their product on Amazon? It's better both for them and customers, unless you believe it's somehow inflating price (which doesn't seem to be the case?). I don't see how this is any different from direct-to-consumer brands that own the exclusive sales channel to their customers (regardless of whether the sale takes place in a marketplace).

This sounds great in theory and we know how it works in practice.

Amazon head 2M counterfeit items to destroy in 2020 only. What do you think how many counterfeit items were sold on Amazon in the last 10 years?

They joust found 10 billion items. Nothing to see here, the policy that you are referring to is working perfectly. These numbers are a tiny fraction. Right?

https://arstechnica.com/tech-policy/2021/05/amazon-seized-an...

https://www.wsj.com/articles/amazon-has-ceded-control-of-its...

https://www.nbcnews.com/tech/tech-news/amazon-blocked-10-bil...