How to tell if a brand on Amazon is real
Updated
Short answer: Search the brand name outside Amazon, then open the brand's storefront and see whether its products belong together. An established brand usually has its own website and a product line that makes sense. The four checks below take about a minute.
Why are Amazon brand names random letters?
Amazon's Brand Registry asks for a registered trademark or a pending application (Amazon, Brand Registry requirements). A made-up string of letters does not collide with any existing trademark, so it is an easy name to register. That is why search pages fill with names shaped like VGEBY, KMOUK and ZQXWK. Those three are made-up examples of the pattern.
A name like that carries no reputation, so little is lost if the same product is listed again under a new one. The longer version is in Why do Amazon brands have such weird names?
How to tell if a brand on Amazon is legit: a one-minute check
- Search the brand name outside Amazon. An established brand usually has its own website and some history. If the only results are Amazon listings, you have learned something.
- Open the brand's storefront. Click the brand name on the listing and look at what else it sells. A product line that fits together is a good sign. A phone case, a dog leash and a meat thermometer under one name points to a reseller of generic items.
- Weigh the review count against the rating. 4.9 stars from 12 reviews tells you very little. Thousands of reviews over several years tell you a lot more.
- Check who sells and ships it. The product page names the seller and the shipper. A seller name that does not match the brand often means a reseller.
No single check settles it. Together they tell you how much is known about the company behind the listing.
Odd names that are real brands
Store brands are real. Amazon Basics is Amazon's own line. Great Value and onn. are Walmart's. The retailer stands behind them, even when the name looks strange. There is a full list in house brands on Walmart and Amazon, explained.
Plenty of real brands have short all-caps names. I know because ClearCart got two of them wrong. CMON is a board game publisher. BACKRACK makes truck racks. ClearCart read both as made-up names until users reported them, and both are on its trusted list now. The changelog records each fix.
So an odd name is a reason to run the check above. It tells you nothing by itself.
What ClearCart does
ClearCart is a free browser extension for Chrome, Firefox and Edge. It runs the name check for you on Amazon and Walmart search pages:
- It recognizes 6,800+ established brands and leaves them alone.
- It gives credit for real review volume, so a brand with an odd name and a long track record stays visible.
- It folds listings with made-up brand names into a bar that says why. One click brings the listing back.
Every bar has a "Not junk? Tell us" link. It goes to the brand suggestion page, and a person reads every suggestion. Brands that check out are added for everyone in the next update.
What ClearCart does not do
- It does not filter by country.
- It does not decide whether a company is fraudulent. It only reads how the listing looks on the search page: the brand name, the review count, the price and the title. A folded listing can be a fine product.
- It does not grade reviews, and it does not handle returns.
- It does not work in the Amazon or Walmart phone apps. It runs in a desktop browser.
The filter is free. Pro is optional and paid, and it adds your own always-show and always-hide brand lists. It is on for the first 14 days of every install (pricing). How ClearCart works has the detail.
Questions
How can I tell if a brand on Amazon is real?
Search the brand name outside Amazon, open the brand's storefront to see whether its products belong together, weigh the review count against the rating, and check who sells and ships the item. An established brand usually has its own website and a product line that makes sense.
Why are Amazon brand names random letters?
Amazon's Brand Registry asks for a registered trademark or a pending application. A made-up string of letters does not collide with any existing trademark, so it is an easy name to register.
Is Amazon Basics a real brand?
Yes. Amazon Basics is Amazon's own store brand. Great Value and onn. are Walmart's. Store brands are real even when the name looks odd.
Does an all-caps name mean a brand is fake?
No. Plenty of real brands have short all-caps names. CMON is a board game publisher and BACKRACK makes truck racks. ClearCart once read both as made-up names and corrected it after users reported them.
Can ClearCart filter Amazon brands by country?
No. ClearCart does not filter by country and does not judge whether a company is legitimate. It reads how a listing looks on the search page: the brand name, the review count, the price and the title.
Related reading
- Are Amazon Black Friday deals real?
- How to remove sponsored results on Amazon
- How to spot a dropshipped Amazon listing
Try it on your next Amazon search. Free, no account, nothing collected. Every hidden listing keeps a bar that says why, and one click brings it back.
Install ClearCart Chrome, Firefox and Edge.