Understanding the Coded Terminology of Counterfeit Goods in E-commerce

Illicit counterfeit sales are a multi-trillion-dollar scourge on the global marketplace — and hiding in plain sight. While getting duped by fake products is an increasingly frustrating reality for nearly 70% of online shoppers, a recent study found that over half of consumers knowingly bought counterfeit goods via non-deceptive sales.

Bad actors have found fertile ground in attacking e-commerce platforms and social media marketplaces. Violating these platform's policies enables bad actors to easily reach international buyers with low overhead.

Frequently Observed Terms and Techniques Merchants Use to Sell Counterfeit Goods

Sellers market these wares with terminology that can be confusing and simply go unnoticed by many, but for those in the know, phrases like "1:1," "AAA", and "passing" offer clear signals about the item's origin, quality, and intent.

Below are some of the most frequently observed colloquial terms and marketing techniques that LegitScript has witnessed merchants using when selling counterfeit goods.

1:1 (or "1 to 1")

This is the most frequently used term in the world of counterfeit goods — especially when it comes to luxury items like handbags, shoes, and watches.

"1:1" refers to a counterfeit product that is claimed to be an exact copy of the original. Sellers who use this term are asserting that the replica mirrors the genuine item down to the smallest detail, including its materials, design, and/or logos.

AAA/AAAA Quality

“AAAA” products are suggested as being nearly identical to the authentic versions. A “AAA” or “AAAA” rating refers to the quality of the fake product — more “A’s” generally indicates a higher quality replica. This quality grading is entirely subjective and is used as a marketing tactic to justify higher prices for counterfeits.

Replica

"Replica" is the most straightforward term used in the counterfeit goods market. It typically refers to items that are expressly copies of designer goods but are openly sold as imitations rather than authentics. These replicas may still closely resemble the originals, but the price is a dead giveaway — they are significantly cheaper.

Unlike "1:1" or "passing" goods, which aim to convince buyers that they are getting an indistinguishable fake, replicas are often marketed to people who want the look of a luxury item without pretending that it’s the real thing.

Misspellings

Misspellings are another familiar tactic in the online sale of counterfeit goods and are often used deliberately to evade detection by e-commerce platforms, search engines, and brand protection algorithms.

By altering brand names slightly - such as using "Aple” for “Apple”, “iFone” for “iPhone” or "Gucci" with an extra "i" - sellers can fly under the radar of automated systems designed to flag counterfeit listings. These misspellings also create ambiguity, allowing sellers to imply that their product is "inspired by" or a "replica" without explicitly claiming to sell a knock-off. Buyers familiar with these tricks can still find counterfeit items by searching for these variations, while platforms and brands struggle to keep up with the ever-evolving language of deception.

Implications for Consumers and E-commerce Platforms

Regardless of the language used to describe them, counterfeit goods are illegal. They violate intellectual property laws and have been found to fund criminal and terrorist groups. Moreover, counterfeit products can pose significant safety risks — particularly in categories like electronics, performance clothing, or cosmetics. The use of substandard materials and/or a lack of premarket testing carries a potential threat to consumer health and well-being.

Whether it's "1:1", coded language, or intentional misspellings, these terms shape the underground economy of fake goods. The online counterfeit market is rife with coded language meant to either deceive buyers or subtly convey the truth about the product. As this language and marketing continue to evolve, staying informed about trends and terminology is more crucial than ever, and LegitScript remains committed to monitoring these developments within the greater e-commerce ecosystem.