Are fake listings a problem? Absolutely. But is it the primary issue? I'm not so sure. It seems like Amazon is doing all sorts of things but not actually addressing the root -- inventory co-mingling + sketchy 3rd party sellers that can come back overnight. Simply ending inventory co-mingling would likely handle a substantial portion of counterfeits since Amazon is sourcing their stock through standard channels. Amazo…
This is a hard problem to fix. The last statistic I read was that 52% of all items sold on Amazon were 3rd party sellers. Imagine even if 1% of the items by 3rd sellers were counterfeit, that's still millions of items. I don't envy Amazon's position right now. They should have thought about this issue before opening 3rd party sellers but now they're dealing with the consequence in a huge scale
It's not a hard problem to fix. It's an unprofitable problem to fix. See the tiny profit margins at the above listed actual retail companies. The juicy profit margins lie in being a platform and taking a cut of all sales.