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My sister works in manga and anime publishing and this is an existential threat to her company. Some of the issues they're grappling with:
1. For some of their titles, the genuine item doesn't even appear among search results on Amazon—only the counterfeits do.
2. The fakes don't just have quality issues. For example, any download code they include will be non-functional. Irrational as it is, customers blame the publisher when this happens and stop buying further titles from them.
3. Amazon seems to be using some shoddy ML to determine how many of each title to order. They'll purchase 10k of vols. 5 and 7 of a series and only 1k of vol. 6. Guess how many of that 10k of vol. 7 end up selling when that happens?
Amazon is, needless to say, non-responsive to their concerns.