Many people and brands for that matter have a love-hate relationship with Amazon. It's a great place to buy all your needs from household products to the latest, greatest gadgets. Or, for brands, a great way to sell to potential customers. The downside? Sometimes it's "buy at your own risk" because Amazon allows third-party sellers to sell on its mammoth marketplace. Which poses a real conundrum for fashion and beauty brands. Even if they don't want to sell their products on Amazon, they run the risk that others will and sometimes those unofficial sellers offer fake or stolen goods.
Amazon has made some efforts to crack down on fraudulent listings, including creating the Amazon Premium Beauty store, where legit brands can sell directly to their customers. That has convinced a few rather reluctant brands to finally jump the shark and begin listing their wares. Take Peace Out, for example, which felt some pressure to make the move due to the rash of unauthorized resellers on Amazon.
