Not every lookalike is actionable. The clean cases are stolen photography, brand name misuse, cloned packaging, and replicas passed off as genuine. Document the listing URL, seller name, screenshots, and the specific asset being copied before anything else.
Each marketplace has its own channel and evidence rules: Amazon Brand Registry and Report Infringement, Walmart's brand portal, TikTok Shop's IP protection center. A complaint formatted for the wrong process stalls for weeks. Copyright claims over stolen photos are usually the fastest path on all three.
Filing is the start, not the finish. Platforms ask for more evidence, reject on formatting, or act partially. Someone has to track every open case daily and respond fast, or the complaint quietly dies in a queue.
Expect the seller to come back. Put every removed seller and product on a watch list, scan daily, and re-file with the prior case history attached. Repeat-offender filings are what eventually cost counterfeiters their accounts.
Proof you own the right being infringed, typically a trademark registration, the specific listing URLs, and a clear statement of why the goods are counterfeit rather than merely similar. Platforms act on complete filings; vague complaints about copies get queued or rejected.
Major marketplaces often action complete trademark based reports within days, though times vary by platform and by how much verification the filing needs. The clock runs faster when the filing is specific and the brand has enrolled in the platform's protection program where one exists.
The platform may reinstate the listing unless you escalate, typically by showing court action within a stated window for copyright based disputes. Keep records of every filing and notice so the escalation file is already assembled.
Start by filing directly on the platforms that matter most, because the first filings teach you what evidence each platform wants. Services earn their cost when volume across many platforms and regions outgrows the time a team can give it.