Let's hope that Amazon recognizes the seriousness of this problem before it manifests itself financially. By then it could be too late. If we think about this a

Let's hope that Amazon recognizes the seriousness of this problem before it manifests itself financially. By then it could be too late. If we think about this as a "reputational security" problem then Amazon is already vulnerable. If the idea that buying from Amazon means you will get a fake gains traction--either organically or through an information campaign by a competitor--then it seems likely that their sales will decline. And, once their reputation is damaged in this way it will be difficult to repair. I'm suggesting that reputation has a delayed effect on sales, it may not have a significant financial impact until the reputational attack hits a certain threshold; at which point that impact could be very significant. It's easy to imagine the hyberbolic, clickbait articles that might arise: "The Amazon Fake Crisis: What you need to know" or "Amazon fakes: Read this before you buy another thing on Amazon" (or better clickbait headlines than I can write but you get the idea).