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First, ask the seller directly whether or not the item is fake. You will have a recorded via email.

Check the seller's feedback to see if any other buyers have complained about fake merchandise. Most buyers may not notice, but usually one or two will.

If you truly believe the item is fake, dispute your PayPal payment through PayPal and provide photographs, if asked. If PayPal is taking too long, you can call their 1-800 number and inquire what you can do to speed things up.

You can lodge a formal complaint at the United States Postal Service website (www.usps.com) because using the USPS to ship counterfeit items is illegal. Notify the seller that you have done this. You will need the return address on the package that the seller sent you.

If you want to pressure the seller directly, start sending message to other bidders on the seller's auctions and telling them that the merchandise is fake.

Fill out Ebay's online dispute form. Ebay's dispute system is slow and unreliable, however. I would not count on them at all.

In addition to the above, UK residents can also contact their local Trading Standards Office for advice.

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Q: What should you do if you suspect an item you won in an eBay auction may be a counterfeit of a brand name item?
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