Beware of buying or selling Rolex on Amazon

We love Amazon for buying so many things.  Amazon Prime is incredible with "free" shipping, and rentable movies.  However, when you are purchasing a Rolex you really must be careful.  Most people today would understandably avoid buying Rolex products on Ebay.  However, there is so much trust built up with Amazon, that it is easy to get sidetracked and type in "Rolex" into the search bar.

Amazon has a program called Fulfilled By Amazon.  "FBA" for short.  However, the program can be "hacked" and it will affect both buyers and sellers in a negative way.  For example, say you are selling a Rolex.  It is legitimate.  You have owned it for years and now want to sell it.  So you ship it to the Rolex warehouse and now Amazon FBA program will guarantee delivery to Amazon customers, Right?  Not exactly.

If an unscrupulous dealer decides to ship a fake Rolex to FBA, your Rolex and the one provided by the other dealer can be co-mingled.  When someone buys the Rolex, your Rolex, Amazon could ship them the fake one provided by the crooked dealer, as if it was sent directly from you.  If the client realizes the fake they can get their money back, but will likely crush you as a fake seller.  Amazon doesn't check to see if your product is different from the other sellers.  And you could be out your whole investment.  Sound fair?

It is true that your label is different from the other seller's label.  However, try to prove that to Amazon.  You are a small fish in a massive pond.  Amazon looks at each product as the same product.  A Rolex Datejust in yellow gold is a Rolex Datejust in yellow gold.  If yours is in superior shape and another is a fake or used looking, it is all the same to Amazon.

If you are a buyer of a Rolex, Amazon has no experts to spot fakes from real Rolexes.  So, you really won't know what you got until you get it appraised by a real Rolex dealer.  So, it begs the question, why buy Rolex from Amazon at all?  Why not go to a respected Rolex dealer in the first place?

With that said, Amazon can be a great tool to find out what Rolexes are on the market and roughly the going price for your favorite models.  It can arm you with the power to negotiate with actual Rolex dealers.