How to report counterfeit listings on Amazon UAE, Amazon Saudi Arabia and noon

Brand owners and their authorised agents report counterfeit listings on Amazon.ae and Amazon.sa through Amazon's Report Infringement form, which needs a signed-in Amazon account, or through Brand Registry's Report a Violation tool if the brand is enrolled; a counterfeit report must rest on a trademark registered in that store's country, the UAE or Saudi Arabia.^1,2,3,4 noon bans counterfeits and says it may remove products when a brand owner, a third party or an authority tells it they infringe, but we found no public form or address for rights owners, so a report goes to a noon contact you have confirmed or through independent counsel.^5,6,7 Beyond the marketplaces, the UAE Ministry of Economy and Tourism and the Saudi Authority for Intellectual Property (SAIP) take trademark infringement complaints, and customs in both countries can suspend suspected counterfeit imports at the owner's request.^8,9,10,11 Each platform and authority decides on every report.

Before you report: register your mark in the UAE and Saudi Arabia

Amazon's Gulf help says a registered trademark "must be registered in the country where you're reporting the infringement", and its guide to the form asks for a registration "enforceable in the jurisdiction of the Amazon store you're signed in to"; pending applications and common-law marks can't support a counterfeit report.^1,2,3 Amazon's Saudi seller policy adds that "a national trademark registration in the UAE does not give trademark protection in Saudi Arabia".¹²

• The UAE. The Ministry of Economy and Tourism charges AED 750 to examine an application, AED 750 to publish the mark and AED 5,000 to register it. An owner outside the UAE must apply through a registration agent, with a notarised and legally translated power of attorney.²⁰
• Saudi Arabia. SAIP charges SAR 1,000 to apply, SAR 500 to publish and SAR 5,000 to register; it gives 90 days as the service time, publication lasts 60 days, and an agent who files must be recorded in its Agent Registry.²¹
• Through the Madrid System. Holders of a mark in another member country can designate the UAE and Saudi Arabia in an international application, or extend an existing international registration to Saudi Arabia.¹³ Amazon's public pages don't say whether it accepts an international registration in its Gulf stores; check Brand Registry's country requirements (log-in needed) or ask counsel.²²
• Amazon's IP Accelerator connects brands with vetted providers who can file in both countries; Amazon charges no fee for the introduction, and a pending application lets you enrol in Brand Registry, though not support a counterfeit report.^3,23

Not every unwanted listing is a counterfeit. Amazon's UAE seller policy defines one as an unlawful reproduction of a registered trademark, or a very similar mark, on a product or packaging; a look-alike without such use may infringe other rights instead (see how knock-offs differ from counterfeits).²⁴ Grey goods are separate: Amazon enforces exclusive distribution only where the law provides for it, naming the UAE, and its Gulf seller policies say a registered commercial agent may be able to stop sales of products not sourced from it. Whether such a right supports a complaint is for independent counsel.^1,12,24

What to collect before you file

• Each listing's URL and, on Amazon, its ASIN: the form takes up to 50 per report.³
• The seller's details. Amazon's Gulf terms point to each third-party seller's Seller Information page; capture it, and the seller name on each noon listing.^18,19
• Your registration number and certificate for each country; Dubai Customs asks for the UAE certificate.^1,16
• Proof of authority. On Amazon, the brand's administrator adds agents as Registered Agents.³ The authorities want formal papers: a notarised power of attorney translated into Arabic if a representative files a UAE ministry trademark complaint, and an authenticated, translated one for Dubai Customs.^8,16
• Test purchases, planned with counsel. Amazon's guide to the form requires a test buy, with its order ID, to report one seller's offer for trademark infringement, and Amazon recommends one before a Project Zero removal.^3,14 Agree with independent counsel beforehand who buys, where the item is delivered and how it is kept, so that it can serve as evidence in the UAE or Saudi Arabia.
• Dated captures, a tracking sheet, and Arabic versions of anything for an authority: Dubai Customs takes complaints in Arabic or translated into it.¹⁶

Where to report, platform by platform

Amazon.ae and Amazon.sa

Our Amazon guide explains the form, Brand Registry, Project Zero and test buys; Amazon's UAE and Saudi help pages give the same rules.^1,2 The Gulf specifics:

• Where. The form is at amazon.ae/report/infringement and amazon.sa/report/infringement.⁴ Brand Registry, which gives you Report a Violation, is free even if you don't sell on Amazon; enrolling needs a registered trademark or pending application from the designated office of a country with an Amazon store, and the trademark owner enrols, then adds agents.^22,25
• What to include. The registration number, where the infringement is, the ASINs and only the infringing sellers, test-buy order IDs, and a secondary contact Amazon can share with sellers. One type of IP per notice: with two trademark numbers, only the first counts.¹
• After you file. For a valid notice, Amazon tells the sellers and shares your secondary contact; it removes accepted content and gives a reason for each rejection. You can retract a report within 365 days.^1,3 Its Gulf terms say it responds "expeditiously", may forward your notice to the parties involved, and that you indemnify Amazon against third-party claims arising from it.^18,19
• Project Zero is available in the UAE and Saudi Arabia, free and for counterfeits only. To qualify you need, among other things, a registered trademark and at least 90% of your Report a Violation trademark reports accepted over six months; the tool covers each store where your brand has an active registered trademark in Brand Registry, and you must keep 99% accuracy.¹⁴
• Transparency and the Counterfeit Crimes Unit. The Gulf Brand Registry pages list both, but Amazon's Transparency page names ten supported stores, and the UAE and Saudi Arabia aren't among them.^15,22
• Sellers' responses. A seller can ask you to retract, or send invoices, order IDs or an authorisation letter from the rights owner or a registered commercial agent, and Amazon may reinstate the listing.²⁴

noon

noon publishes seller terms for the UAE and for Saudi Arabia, and rules for sellers, but no procedure for rights owners that we could find.^6,7

• Its rules. "Listing and sale of counterfeit products is strictly prohibited at noon"; penalties range from delisting to legal action and monetary penalties.⁵ If noon is notified "by another seller, Customer, brand owner or a third party, or via a court, administrative or government order" that products infringe intellectual property, "whether registered or unregistered", its seller terms let it remove them at its sole discretion, and sellers must accept test reports from an international agency noon engages to verify authenticity.^6,7
• Complaints. Its quality policy, which also bans counterfeits, says customers, sellers, government bodies "or any other 3rd party" can complain about a seller's products, that valid complaints lead to penalties, and that a penalised seller must answer within 3 calendar days with proof of authenticity, such as supplier invoices.²⁶
• No brand-owner tools. noon lists only products from verified brands, but it is sellers who request them, with a website link and a logo; the help pages describe no registry or portal for rights owners.²⁷
• Contacts. The only addresses on the noon pages we could read are seller@noon.com, for sellers, and care@noon.com, for customers; neither is described as a route for infringement reports.^5,6,28 noon.com's own terms didn't load from our network.

In practice, send a complete notice, with everything Amazon would ask for, to a confirmed noon contact. Otherwise, have independent counsel send a formal notice to the company that noon's seller terms name as the site's owner and operator: one with its registered office in Dubai for the UAE, one in Riyadh for Saudi Arabia.^6,7 As noon's terms also mention administrative and government orders, ask counsel whether a complaint to the UAE ministry or SAIP fits your case.

The UAE: the Ministry of Economy and Tourism and Dubai Customs

• Trademark complaints. The owner of a mark that is "registered and valid" can complain against anyone who "forges or mimics the trademark, in a manner that misleads the public"; the fee is AED 2,250, the average time 15 working days, and a legal representative needs a notarised, certified power of attorney translated into Arabic.⁸ A second service page for the complaint lists no fee, 40 working days and a trade licence among the documents, so confirm the terms when you file.²⁹
• Copyright complaints, for copied packaging artwork or product photos, cost AED 100 for individuals and AED 350 for companies, take 3 working days on average and end with an administrative report, or the complaint is shelved automatically. The Arabic card says filings need "مستندات موثقة حسب الأصول" ("duly notarised documents").^30,31
• Dubai Customs. Recording a mark for customs protection needs the ministry's registration certificate, an authenticated and translated power of attorney, a written pledge to cover costs caused by an improper complaint, and the mark's details from the manufacturer, so that officers can tell genuine goods from fakes; the fee is AED 210 per category. A complaint costs AED 2,010 plus a deposit of AED 5,010, refunded if the complaint proves valid.¹⁶
• Customs under the law. Customs may suspend the release of infringing goods for up to 20 days, on its own initiative or at the request of the right holder or a representative.¹⁰ It decides on an owner's application within 7 working days and may ask for a guarantee against abuse, and the owner must sue within 10 working days of being told of a suspension, or the suspension lapses unless extended.³²

Saudi Arabia: SAIP and customs

• SAIP enforces trademarks. The Ministry of Commerce announced in 2022 that brand enforcement had moved to SAIP, which takes complaints through saip.gov.sa, Saip@saip.gov.sa and 920021421.^33,34
• Trademark complaints are free and filed online by individuals or enterprises; the time "depends on the request". The English service card routes you through SAIP's Contact Center portal, the Arabic one through its IP-respect portal ("بوابة احترام الملكية الفكرية"), signing in with the national single sign-on or email.^9,35
• Copyright complaints, also free, go from SAIP's Intellectual Property Respect Department to a committee; its decision becomes final once the 60-day appeal period passes, and appeals go to the competent court.¹⁷
• Online stores. SAIP removed more than 22,900 infringing content items from online stores in 2024, according to the Saudi Press Agency.³⁴
• Customs. Under the GCC Trademark Law as approved in Saudi Arabia, an owner with justified reasons can apply in writing, with evidence, to stop the customs release of suspected counterfeits. Customs decides within seven days, an accepted application runs for up to a year, a guarantee may be required, the owner can ask for the names and addresses of the sender, importer and recipient, and must bring a claim within ten working days of being told the goods were stopped.¹¹ Saudi customs is part of the Zakat, Tax and Customs Authority (ZATCA), whose public pages we read don't describe this application, so prepare it with counsel.³⁶

Where to report counterfeit listings in the UAE and Saudi Arabia (checked 18 October 2026):

What a notice needs

Whatever the route, a complete notice gives:

1. The right: the trademark's UAE or Saudi registration number.
2. Where the infringement is: the product, its packaging, or images or text on the listing.
3. The listings and sellers: each URL or ASIN and seller name, leaving out your own offers.¹
4. Evidence: test-buy order IDs, and photos of the item beside a genuine one.
5. Your authority: owner, or agent with written authority, notarised and translated into Arabic where an authority asks for it.^8,16
6. Contact details: Amazon shares a secondary contact with sellers, so use a brand-protection mailbox.¹

Accuracy protects you. Repeated inaccurate notices can cost you Amazon submission privileges.¹ noon counts a seller "acting on behalf of a brand to file infringement complaints against other sellers to benefit their own seller account" as fraud.⁵ Dubai Customs wants a cost pledge and a deposit, and UAE and Saudi customs and courts may require a guarantee to protect the other side from abuse.^10,11,16,32 Have independent counsel check doubtful cases before they are filed.

The law in brief, through independent counsel

Both countries make trading in counterfeits a crime and let courts order urgent measures. This is a summary, not advice: the UAE legislation portal says its Arabic text prevails over its English version, and the Saudi English text used here is an unofficial translation.^10,11

• The UAE: Federal Decree-Law No. 36 of 2021 on Trademarks, in force since 2 January 2022. Counterfeiting a registered mark, knowingly using a counterfeit mark commercially, or knowingly importing or exporting goods that bear one is punishable by imprisonment and/or a fine of AED 100,000 to AED 1 million; knowingly selling or offering such goods, by up to a year and/or AED 50,000 to AED 200,000; repeat offenders face up to double. A right holder can ask the judge of summary matters for urgent measures, such as preserving evidence or keeping the goods out of trade: the judge decides within 10 days and may require a guarantee, and the owner must sue within 20 days.¹⁰
• Saudi Arabia: the GCC Trademark Law, approved by Royal Decree No. M/51 of 1435 AH and amended by Royal Decree No. M/49 of 1442 AH. Counterfeiting or imitating a registered mark, or using one in bad faith, is punishable by one month to three years and/or SAR 5,000 to SAR 1 million; knowingly selling, offering or holding for trade goods with a false or imitated mark, by one month to a year and/or SAR 1,000 to SAR 100,000; a repeat offence doubles the maximum and adds closure of the shop for 15 days to six months. Court precautionary measures have the same 10-day and 20-day limits as in the UAE, and a defendant whose goods were wrongfully attached can claim compensation.¹¹

Which route fits depends on where the seller and the goods are and on your evidence; a lawyer licensed in the country should advise.

When reports aren't enough

• Amazon rejects your notice. Check its reason against the rules above, then refile, or ask counsel about the UAE ministry or SAIP.¹
• A notice to noon gets no reply. Keep a record of what you sent and when, then escalate through independent counsel: a formal notice to the operator that noon's terms name, or an authority complaint.^6,7
• The same sellers come back. Keep records by seller name and storefront to show a pattern. Amazon terminates repeat infringers in appropriate circumstances, and noon's anti-counterfeit policy lists penalties for counterfeit sellers, from delisting to legal action.^5,24
• The goods come through customs. With independent counsel, record your mark with Dubai Customs and, in Saudi Arabia, apply under the GCC Trademark Law; in both countries, once customs tells you goods are held, you have ten working days, which can be extended, to go to court.^11,16,32
• Fake shops on social media. See how to remove fake brand accounts on Instagram and Facebook.

Doing this at scale

For one product in one store, this is manageable by hand. Across Amazon.ae, Amazon.sa and noon it becomes a cycle: finding new listings, confirming each one, arranging a test purchase with counsel where a marketplace needs one, filing in each platform's format, following up with noon, and spotting sellers who return under new names.

• Batch your Amazon reports. Up to 50 products per report, one type of IP and one trademark per notice.^1,3
• Keep a clean record. Project Zero needs a 90% acceptance rate to join and 99% accuracy to stay.¹⁴

Bytescare runs this cycle for brands: it monitors Amazon.ae, Amazon.sa, noon and the other marketplaces in your plan for counterfeit listings on your plan's scan cycle, gathers the evidence, including a test purchase, arranged with counsel, where a marketplace needs one, and files the notices you approve in each platform's format, tracking each to a decision. Customs applications, authority complaints and court action go through independent counsel if you choose. Each platform and authority decides. Our counterfeit protection service page explains how. This guide is general information, not legal advice. Bytescare is not a law firm; for a specific dispute, consult independent counsel.

FAQs

Further reading

• How to report counterfeit listings of your brand on Amazon
• How to report counterfeit and copycat listings on eBay, Temu and Europe's marketplaces
• How to remove fake Instagram and Facebook accounts impersonating your brand or executives

Sources

1. Intellectual property for Rights Owners and Registered Agents (United Arab Emirates) · Amazon Seller Central Help, United Arab Emirates · accessed 2026-10-18
2. Intellectual property for Rights Owners and Registered Agents (Saudi Arabia) · Amazon Seller Central Help, Saudi Arabia · accessed 2026-10-18
3. Using the Report Infringement form (United Arab Emirates; the Saudi Arabia version, same address with locale=en-SA, has the same text) · Amazon Seller Central Help, United Arab Emirates · accessed 2026-10-18
4. Report Infringement: sign-in page and "About Amazon's Report Infringement Form" (the same text appears at amazon.sa/report/infringement) · Amazon.ae · accessed 2026-10-18
5. Anti-fraud, anti-counterfeit and seller code of conduct policy · noon Seller Help Center · accessed 2026-10-18
6. UAE seller terms and conditions (T&Cs), clauses 8.4, 11 and 17.6 · noon Seller Help Center · accessed 2026-10-18
7. KSA seller terms and conditions (T&Cs), clauses 8.4 and 11 · noon Seller Help Center · accessed 2026-10-18
8. Complaints against Trademark Infringement (service card) · UAE Ministry of Economy and Tourism · accessed 2026-10-18
9. Complaint of trademark infringement (service card) · Saudi Authority for Intellectual Property (SAIP) · accessed 2026-10-18
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11. Royal Decree No. M/51 dated 26/7/1435 AH approving the Trademark Law of the Cooperation Council for the Arab States of the Gulf, amended up to Royal Decree No. M/49 dated 1/6/1442 AH (English unofficial translation, Version 2; Articles 38, 40 and 42 to 44) · WIPO Lex, World Intellectual Property Organization · accessed 2026-10-18
12. Intellectual Property Policy (for sellers, Saudi Arabia) · Amazon Seller Central Help, Saudi Arabia · accessed 2026-10-18
13. Saudi Arabia Joins WIPO's Madrid System · World Intellectual Property Organization (WIPO) · accessed 2026-10-18
14. Project Zero (UAE; the Saudi page at sell.amazon.sa/en/brand-registry/project-zero has the same text) · Amazon, Sell on Amazon.ae · accessed 2026-10-18
15. Amazon Transparency (the page the Gulf Brand Registry pages link to; the UAE and Saudi addresses for it return a 404 page) · Amazon, Sell on Amazon (United States) · accessed 2026-10-18
16. Trademark Recording and Lodging a Complaint · Dubai Customs · accessed 2026-10-18
17. Complaint of copyright infringement (service card) · Saudi Authority for Intellectual Property (SAIP) · accessed 2026-10-18
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19. Conditions of Use & Sale (last updated 9 September 2025), sections 18 and 19 · Amazon.sa (Afaq Q Tech General Trading Co.) · accessed 2026-10-18
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25. Amazon Brand Registry (Saudi Arabia) · Amazon, Sell on Amazon.sa · accessed 2026-10-18
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28. Get in touch · noon customer help centre · accessed 2026-10-18
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30. Complaints of Copyright Infringement (service card) · UAE Ministry of Economy and Tourism · accessed 2026-10-18
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32. Cabinet Resolution No. (57) of 2022 Concerning the Executive Regulations of Federal Decree-Law No. (36) of 2021 Concerning Trademarks (Article 24) · United Arab Emirates Legislations portal · accessed 2026-10-18
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