If you have ever been a seller on Amazon, you might have experienced various counterfeit issues. One might be that your product content you had is suddenly changed by a third-party seller which can leave your customers confused. 
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You are not alone, as this is the story of many people. However, luckily Amazon Brand Registry exists and can provide solutions to such issues. Let's see how. 

For the longest time, Amazon has received criticism over its pricing policy that does not allow sellers to have control over the pricing over their products. To get into a little more detail, the policy was such that sellers were forced to raise their prices on other selling platforms in order to maintain the integrity and potential margin.
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This was unfair to customers, of course, who could be getting the products for a lower retail price, but there was no way around it. In lieu of the situation and growing criticism, Amazon has tweaked its pricing policy and introduced a new initiative called ‘Sold By Amazon’ to resolve this very issue. ‘Sold by Amazon’ basically gives Amazon control over the pricing over the products that they sell and ship, allowing them to cut prices and offer discounts by providing a settlement or payout to the sellers.