Red Points

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Talk to sales

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Talk to sales

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Download Report

annual report 2025

The Counterfeit
Buyer Teardown

Discover what’s driving online knock-off purchases, where they’re happening, and how AI is reshaping the game.

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AI is fueling the boom in counterfeit shopping

With the rise of AI, it’s never been easier for bad actors to launch fake websites, mimic brand listings, and impersonate social media accounts.

Get insights from the largest U.S. study on online counterfeit shopping. Based on research data from 2,000 U.S. online counterfeit shoppers and 1,000 brands the report uncovers new insights on knock-off commerce, including differences between intentional and accidental buyers—along with age, device, search method, and shopping platform.

The report debunks outdated assumptions and offers new insights into the psychology, behaviors, and tools behind today’s knock-off buying.

Whether you're on the front lines of brand protection or shaping business strategy, this data-driven report helps you understand how fakes are discovered, purchased, and justified by real consumers.

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Who should read this report?

Brand protection managers, ecommerce leaders, legal teams, General Counsel, C-suite executives, and marketing teams looking to understand the evolving landscape of counterfeit threats.

What you’ll learn

What drives intentional vs. unintentional counterfeit purchases
How buyer behavior varies by generation, device, and platform
Which tools and channels are accelerating knock-off shopping
What brands need to know to intercept counterfeit demand earlier in the journey

Key Insights from the Report

28% of shoppers who purchased knock-offs used an AI tool to assist their search.
Knock-offs and dupes are, on average, discounted 31-38%, contradicting the belief that fake products are priced too low to be convincing.
1 in 4 luxury counterfeit purchases is unintentional.

About Red Points

Red Points is the most widely used solution to fight fakes online.

Over 1.300 companies rely on our Digital Risk Protection AI platform to fight counterfeits, piracy, impersonation, and distribution abuse.

With 270+ professionals and offices in New York, Barcelona, Beijing, and Salt Lake City, Red Points has disrupted an industry traditionally led by service providers with a scalable, cost-effective solution.

Be part of the change: join us on our mission to make the Internet a safer place!

Trusted by 1300+ brands of all sizes

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Coverage

Marketplaces

Detect, validate, and remove infringing listings on 5000+ marketplaces.

Fake Websites

Automatically find and remove spoofing sites that take advantage of your brand.

Domains

Detect and enforce domains that exploit your brand.

Social Media

Detect, monitor, and enforce fake profiles and counterfeits on social media platforms.

Search Engines

Detect and deindex infringing content and sites from search engines fast and efficiently.

Automatically find and take down fraudulent ads in 240+ countries and territories.

Coverage

Marketplaces

Detect, validate, and remove infringing listings on 5000+ marketplaces.

Fake Websites

Automatically find and remove spoofing sites that take advantage of your brand.

Domains

Detect and enforce domains that exploit your brand.

Social Media

Detect, monitor, and enforce fake profiles and counterfeits on social media platforms.

Search Engines

Detect and deindex infringing content and sites from search engines fast and efficiently.

Automatically find and take down fraudulent ads in 240+ countries and territories.

Coverage

Marketplaces

Detect, validate, and remove infringing listings on 5000+ marketplaces.

Fake Websites

Automatically find and remove spoofing sites that take advantage of your brand.

Domains

Detect and enforce domains that exploit your brand.

Social Media

Detect, monitor, and enforce fake profiles and counterfeits on social media platforms.

Search Engines

Detect and deindex infringing content and sites from search engines fast and efficiently.

Automatically find and take down fraudulent ads in 240+ countries and territories.

"With Red Points, FILA removed $340 million worth of counterfeits in 16 months."

Marta Benedetto

General Manager at FILA Italy

Request your demo

"With Red Points, FILA removed $340 million worth of counterfeits in 16 months."

Marta Benedetto

General Manager at FILA Italy

Request your demo

"With Red Points, FILA removed $340 million worth of counterfeits in 16 months."

Marta Benedetto

General Manager at FILA Italy

Request your demo

How is Red Points unique?

Industry

Unlimited Detections and Takedowns

Always-on detection and enforcement, even during spikes. No small print, no analyst hours, no extra purchases during peak times.

World's #1 Enforcer

API connections and priority paths with platforms, CDNs, hosters and registrars, plus a dedicated team to ensure effectiveness even in complex cases.

Seller Risk Prediction

We identify major and repeat infringers based on Machine Learning indicators trained by +1,300 brands protected to prevent and prioritize threats.

Reliable AI

10-year-trained AI with 2.7 billion data points monthly. Custom AI models trained for each of your product assets.

Dedicated Senior Client Specialists

A Customer Success Manager and a Platform Outcomes Manager at your disposal.

Expansive Coverage

Websites, ads, marketplaces, emerging social media like TikTok and Threads, plus domestic Chinese platforms like Douyin, Pinduoduo, and WeChat. Our search algorithms and computer vision capture even unbranded listings and unindexed domains.

Brand Protection Private Annual Summit

We bring together global marketplaces, social media platforms, and brands to drive policy updates and strengthen brand protection.

How is Red Points unique?

Industry

Unlimited Detections and Takedowns

Always-on detection and enforcement, even during spikes. No small print, no analyst hours, no extra purchases during peak times.

World's #1 Enforcer

API connections and priority paths with platforms, CDNs, hosters and registrars, plus a dedicated team to ensure effectiveness even in complex cases.

Seller Risk Prediction

We identify major and repeat infringers based on Machine Learning indicators trained by +1,300 brands protected to prevent and prioritize threats.

Reliable AI

10-year-trained AI with 2.7 billion data points monthly. Custom AI models trained for each of your product assets.

Dedicated Senior Client Specialists

A Customer Success Manager and a Platform Outcomes Manager at your disposal.

Expansive Coverage

Brand Protection Private Annual Summit

We bring together global marketplaces, social media platforms, and brands to drive policy updates and strengthen brand protection.

How is Red Points unique?

Industry

Unlimited Detections and Takedowns

Always-on detection and enforcement, even during spikes. No small print, no analyst hours, no extra purchases during peak times.

World's #1 Enforcer

API connections and priority paths with platforms, CDNs, hosters and registrars, plus a dedicated team to ensure effectiveness even in complex cases.

Seller Risk Prediction

We identify major and repeat infringers based on Machine Learning indicators trained by +1,300 brands protected to prevent and prioritize threats.

Reliable AI

10-year-trained AI with 2.7 billion data points monthly. Custom AI models trained for each of your product assets.

Dedicated Senior Client Specialists

A Customer Success Manager and a Platform Outcomes Manager at your disposal.

Expansive Coverage

Brand Protection Private Annual Summit

We bring together global marketplaces, social media platforms, and brands to drive policy updates and strengthen brand protection.

Always-on, no caps

Unlimited detection and enforcement 24/7. No small print, no analyst hours, no extra purchases during peak times.

Always-on, no caps

Unlimited detection and enforcement 24/7. No small print, no analyst hours, no extra purchases during peak times.

Always-on, no caps

Unlimited detection and enforcement 24/7. No small print, no analyst hours, no extra purchases during peak times.

No stone unturned

Marketplaces, social media, emerging platforms, fake websites, domains, ads, search engines, deep web… We stop at zero.

No stone unturned

Marketplaces, social media, emerging platforms, fake websites, domains, ads, search engines, deep web… We stop at zero.

No stone unturned

Marketplaces, social media, emerging platforms, fake websites, domains, ads, search engines, deep web… We stop at zero.

The Priority Enforcer

API connections and priority paths built over 10 years, plus a dedicated team to oversee the whole process.

The Priority Enforcer

API connections and priority paths built over 10 years, plus a dedicated team to oversee the whole process.

The Priority Enforcer

API connections and priority paths built over 10 years, plus a dedicated team to oversee the whole process.

70M

New links processed per day

4,6M

Enforcements per year

20+

Years of experience

70M

New links processed per day

4,6M

Enforcements per year

20+

Years of experience

70M

New links processed per day

4,6M

Enforcements per year

20+

Years of experience

Worldwide Coverage

With offices in New York, Salt Lake City, Barcelona, and Beijing, Red Points delivers scalable brand protection solutions worldwide. Our China team provides premium coverage for domestic platforms in Mainland China.