Hard to say since only Amazon knows. As you've mentioned, there are many ways for counterfeits to enter the supply chain. I think the main difference is who s

Hard to say since only Amazon knows. As you've mentioned, there are many ways for counterfeits to enter the supply chain. I think the main difference is who shoulders greater risk/impact of a counterfeit. Under normal models, the store (Amazon) is hit harder (returns, supply chain management). Under Amazon's model, the customer and potentially manufacturer bears a heavier burden. As a customer, why should I care about the brand owner feature? Additionally, Amazon does not clearly mark products as such. These things just look like any other FBA product. As a product creator, why should I have to register myself with Amazon? Should I have to police Amazon listings (which seems likely based on the brand ownership service feature list)? Or can I just work with my trusted distributors like the standard model? I don't have an answer to these questions especially on the sell side. However, this all seems more like Amazon's way of shifting risk and cost to external parties.