How to spot a fake listing before you pay

The price

Fakes compete on price. A genuine item from a popular brand rarely sells far below what similar items have recently sold for.

• Compare with recent sold prices, not only asking prices, for the same model and condition
• Be careful with “brand new” limited items far below retail price
• Be wary of a seller offering the same rare item in many sizes or colours

The photos

• The photos show the actual item, not stock images from the brand's website
• There are photos of labels, codes and hardware, not only wide shots
• The background and lighting look consistent from photo to photo
• A reverse image search does not show the same photos in other listings

The wording

• Words like “replica”, “inspired”, “1:1”, “mirror quality”, “AAA” or “UA” describe fakes
• Vague descriptions with no model name, size, year or condition details
• Claims that the item is “100% authentic” with no proof, receipt or photos of codes
• Pressure to buy now: “last one”, “price only today”

The seller

• The account has a history of sales and genuine reviews
• The seller answers questions clearly and sends new photos when asked
• Their location matches where the item ships from
• They are happy for you to check the item before or on delivery

The payment

Use the marketplace's own checkout or a payment method with buyer protection, such as a credit card.

What to ask the seller

1. 1A photo of the item with a handwritten note showing your name and today's date
2. 2Close-ups of the logo, the inside label and the serial number or date code
3. 3A photo of the receipt or proof of purchase
4. 4The reason they are selling and where they bought it

Then run a check on the photos, or check the listing itself in the app, before you pay.