As a 1st party or 2nd party seller on Amazon, it pays to understand how the largest open virtual marketplace looks at situations that involve gray market sellers who are neither acknowledged nor authorized to sell by the brand owner. Amazon is lenient in accepting third-party sellers. That means brand owners, authorized resellers, and even customers can be a victim of unauthorized sellers’ shenanigans one way or another. These days, one essential way to do away with such threats is ensuring you get a maximized Amazon Brand Protection. The mentality of Amazon is customer-centric, i.e. it focuses on its customers