Amazon may soon be held liable for counterfeits on its platform

For years, many luxury brands have resisted selling on Amazon for a simple reason: They desire an exclusive, brand-controlled shopping experience, and Amazon’s lawless, Wild-West approach to shopping hasn’t been conducive. But that may change forcibly, thanks to a December 22 preliminary ruling in a lawsuit brought against Amazon by Christian Louboutin. Initially raised in 2019, the suit alleges that Amazon should be liable for the surfeit of sponsored posts for knockoff Louboutin shoes, complete with the brand’s trademarked red soles. Even now, searching “Christian Louboutin” on Amazon shows dozens of sponsored listings from other brands either selling red-soled shoes or selling red soles to put onto existing shoes.