Amazon needs to stop with inventory comingling. They know it and refuse to stop, so they are culpable. I'm sure it would hurt their logistics to stop, but it also hurts cigarette companies to not advertise to children and we made that a law.
It is ridiculous that you can order a supplement where it says "sold by Proctor and Gamble, fulfilled by Amazon" on the product listing, and then receive a counterfeit product that was sent in by a different company. If they received it from a different company, then it wasn't "sold by Proctor and Gamble."
At the very least they need to give brand owners the tools to protect their brands- an option to put non-authorized resellers' shipments into a separate comingled bin, and have all the authorized resellers in another.
Right now the only option for a brand with a popular product to protect from counterfeiting is to not sell anything through Amazon and sue everyone that tries to list your products on Amazon- which might not even work and really hurts your market reach.