USPS Warns of 'Brushing' Scams: A Critical Alert for U.S. E-commerce Sellers in 2025

USPS Warns of 'Brushing' Scams: A Critical Alert for U.S. E-commerce Sellers in 2025

By AMZ Sellers Attorney® | July 4, 2025

In the dynamic world of U.S. e-commerce, threats to seller integrity and consumer trust are constantly evolving. A recent, crucial warning from the United States Postal Service (USPS) highlights one such insidious practice: the "brushing" scam. This consumer alert serves as a vital reminder for all online sellers, particularly Amazon sellers, to understand this fraudulent scheme, its potential impacts, and how to protect their businesses and reputations in 2025.

A "brushing" scam involves individuals receiving unsolicited packages containing un-ordered items. While it might seem harmless or even a lucky mistake to the recipient, these deliveries are part of a deceptive tactic used by unscrupulous sellers to generate fake reviews and artificially inflate their product rankings on various e-commerce platforms. The USPS warning underscores the growing sophistication of these fraudulent practices and the need for heightened vigilance across the entire online retail ecosystem.

What is a 'Brushing' Scam and How Does It Work?

A 'brushing' scam is an illicit tactic where unethical e-commerce sellers mail unsolicited, low-value packages to unsuspecting individuals, then use the valid tracking information to post fake positive reviews under the recipient's name, thereby artificially boosting product rankings and seller credibility on platforms like Amazon. (Source: USPS, Better Business Bureau)

The term "brushing" refers to a fraudulent practice primarily used by third-party sellers on large e-commerce platforms to manipulate their sales metrics and product visibility. Here’s a step-by-step breakdown of how it typically operates:

1. Obtaining Personal Data: Scammers acquire real names and addresses, often through illicit means like data breaches or publicly available information. (Source: Better Business Bureau)
2. Fictitious Orders: The fraudulent seller creates fake orders for their own products using these stolen or acquired addresses. They typically "buy" their own low-cost, easily shippable items (e.g., cheap electronics, plastic trinkets, seeds).
3. Shipping Unsolicited Packages: The seller then ships these unsolicited items to the real addresses, often using genuine shipping services like USPS, FedEx, or UPS. The key is to generate legitimate tracking numbers.
4. Posting Fake Reviews: Once the package is delivered and the tracking information is updated, the fraudulent seller uses this valid delivery confirmation to post a fabricated positive review for their product under the unsuspecting recipient's name. Because the "order" appears legitimate from the platform's perspective (it was shipped and delivered), the fake review often bypasses automated fraud detection systems. (Source: The Atlanta Journal-Constitution)
5. Inflating Rankings: The accumulation of these fake purchases and positive reviews artificially inflates the seller's sales volume and product rankings on the platform. Higher rankings lead to increased visibility and, subsequently, more legitimate sales from actual customers who are misled by the inflated reviews.

While the immediate financial impact on the recipient is usually negligible (they didn't pay for the item), the scam raises serious concerns about privacy and the integrity of online reviews. For e-commerce sellers, it represents a form of unfair competition and a dangerous manipulation of platform algorithms.

Why the USPS Warning Matters for U.S. E-commerce Sellers

The recent USPS warning about brushing scams is critical for U.S. e-commerce sellers because it underscores growing scrutiny on review manipulation, highlights an unfair competitive practice, and emphasizes the need for brands to safeguard their reputation and adhere to platform policies to avoid penalties. (Source: USPS, Forbes)

The USPS taking the initiative to issue a consumer alert about "brushing" is significant. It signals increased awareness and scrutiny of these fraudulent activities by federal authorities, impacting all players in the U.S. e-commerce space. For legitimate sellers, this warning matters for several reasons:

• Increased Scrutiny on Review Manipulation: The USPS warning brings public and regulatory attention to the issue of fake reviews. This is likely to prompt e-commerce platforms, including Amazon, to intensify their efforts in detecting and penalizing review manipulation, potentially leading to more stringent enforcement actions against sellers found to be involved. (Source: Consumer Reports)
• Unfair Competition: Brushing scams create an unfair competitive environment. Legitimate sellers who invest in quality products and genuine customer service are disadvantaged by unscrupulous competitors who artificially boost their rankings through fraudulent means. This can directly impact your sales and market share. (Source: Forbes)
• Damage to Brand Reputation: While brushing primarily aims to benefit the scammer, if your brand's products are unknowingly used in a brushing scheme, or if your customers report receiving unsolicited items seemingly from your brand (even if it's a scammer abusing your ASINs), it can lead to confusion, negative publicity, and damage to your brand's integrity and customer trust.
• Risk of Platform Penalties: E-commerce platforms like Amazon have strict policies against review manipulation and fraudulent activities. Sellers found to be engaging in brushing, or even those whose products are associated with such schemes (e.g., if a scammer uses your product's ASIN), could face severe penalties, including listing removal, fund withholding, and even Amazon seller account suspension or termination.
• Data Privacy Concerns: The fact that scammers have access to real consumer addresses highlights broader concerns about data breaches and privacy. While not directly your fault, if your customer data is ever compromised and used in brushing schemes, it could lead to significant legal and reputational fallout. (Source: Federal Trade Commission)

This alert serves as a wake-up call for sellers to not only be aware of brushing as a consumer issue but also to understand its implications for their business operations and legal compliance on major marketplaces.

How Brushing Impacts Your E-commerce Business (Even if You're Not Involved)

Even if uninvolved, a brushing scam can impact your e-commerce business by creating unfair competition, diluting the value of genuine reviews, potentially associating your brand with fraud if your products are used, and increasing the risk of platform scrutiny on all sellers for review integrity. (Source: CNBC, MarketWatch)

While you might be a legitimate seller with no intention of engaging in brushing, the prevalence of these scams can still negatively affect your business:

• Devalues Genuine Reviews: The more fake reviews that proliferate due to brushing, the less trustworthy genuine customer reviews become. This erodes consumer confidence in the review system as a whole, making it harder for your honest reviews to stand out and influence purchasing decisions.
• Skews Competitive Landscape: Products artificially boosted by brushing scams gain an unfair advantage in search rankings and visibility. This means your genuinely popular and high-quality products might be pushed down the search results by inferior items that appear to have more positive feedback.
• Potential for False Accusations: In rare cases, if a scammer uses your brand's legitimate ASINs for their brushing scheme, or if similar-looking products are involved, your brand could inadvertently be caught in the crossfire of platform investigations. This could lead to temporary listing suppression or even account scrutiny while the issue is clarified.
• Increased Compliance Burden: As platforms like Amazon and federal agencies crack down on brushing, they may introduce more stringent review monitoring or seller verification processes. This could add new compliance burdens for all sellers, even the honest ones.

Proactive Legal Strategies for U.S. E-commerce Sellers Against Brushing & Review Fraud

U.S. e-commerce sellers should proactively combat brushing and review fraud by maintaining rigorous internal data security, monitoring suspicious review patterns, reporting fraudulent activity to platforms and authorities, securing brand intellectual property, and consulting with legal experts for comprehensive defense strategies. (Source: AMZ Sellers Attorney®, DataGuidance)

Protecting your e-commerce business from the fallout of brushing scams and other forms of review fraud requires a multi-faceted approach, blending operational vigilance with robust legal strategies. Here's how U.S. e-commerce sellers can be proactive:

1. Implement Rigorous Data Security Measures:
   • Protect Customer Data: Ensure your website, databases, and third-party integrations (e.g., CRM, email marketing platforms) have robust cybersecurity protocols to prevent data breaches that could expose customer addresses. Implement strong passwords, two-factor authentication, and regular security audits. (Source: DataGuidance)
   • Secure Your Seller Accounts: Use strong, unique passwords for all marketplace accounts (Amazon Seller Central, Walmart Seller Center, etc.). Enable two-factor authentication for added security against unauthorized access.
2. Actively Monitor for Suspicious Activity:
   • Track Review Spikes: Be alert to sudden, unnatural spikes in reviews for your products, especially if they are generic or lack specific details. Similarly, monitor for uncharacteristic increases in sales volume that don't correspond to marketing efforts.
   • Check Unsolicited Orders (if applicable): If you operate your own fulfillment (FBM), monitor for any orders with unusual shipping addresses or order patterns that might indicate a brushing attempt.
   • Monitor Your Brand Mentions: Use tools to track mentions of your brand online, especially regarding unsolicited packages or strange deliveries.
3. Report Suspicious Activity to Platforms & Authorities:
   • Notify E-commerce Platforms: If you identify brushing impacting your brand or products, report it immediately to Amazon, eBay, Walmart, or any relevant marketplace. Provide detailed evidence. Platforms like Amazon have mechanisms to report review manipulation.
   • Inform the USPS or Other Carriers: If you or your customers receive unsolicited packages related to brushing, report it to the USPS, FTC, or other relevant postal/consumer protection agencies. This helps build a broader picture of the fraud. (Source: USPS, FTC)
4. Secure Your Brand's Intellectual Property:
   • Trademark Registration: Formally register your brand's name and logo with the U.S. Patent and Trademark Office (USPTO). This provides legal recourse against fraudulent sellers misusing your brand.
   • Amazon Brand Registry: Enroll your brand in Amazon Brand Registry. This gives you enhanced tools to monitor and report various forms of intellectual property infringement, including potential misuse of your brand name in brushing schemes.
5. Consult with Legal Experts:
   • Proactive Compliance: An experienced e-commerce legal team, like AMZ Sellers Attorney®, can help you proactively audit your business for compliance vulnerabilities, particularly concerning data privacy and marketplace policies.
   • Responding to Accusations: If your account is flagged or suspended due to alleged involvement in review manipulation (even if false), legal counsel can help you craft a robust Plan of Action and navigate the complex appeals process to protect your Amazon account health and seek reinstatement.
   • Addressing Unfair Competition: Legal experts can advise on strategies to address persistent unfair competition from brushing scams, including cease and desist letters or formal complaints against known infringers.

The USPS warning is a clear indication that authorities are taking brushing scams seriously. By adopting these proactive strategies, U.S. e-commerce sellers can better protect their legitimate businesses, maintain brand integrity, and foster a fairer competitive environment on major online marketplaces.

Protect Your E-commerce Business: Request a Free Legal Consultation Today!

Frequently Asked Questions About USPS Brushing Scams for E-commerce Sellers

What is a 'brushing' scam in e-commerce?

A 'brushing' scam is a fraudulent scheme where unethical sellers mail unsolicited, inexpensive packages to real addresses. They then use the legitimate tracking information to create fake positive reviews for their products under the recipient's name on e-commerce platforms, artificially boosting their product rankings and visibility. (Source: USPS, Better Business Bureau)

Why does the USPS warn about 'brushing' scams?

The USPS warns about 'brushing' scams because they involve the misuse of postal services, raise significant data privacy concerns for recipients whose addresses are used without permission, and contribute to widespread fraud that undermines consumer trust in online shopping and review systems. Their warning is a public service announcement to inform consumers about the nature of these unsolicited packages. (Source: USPS)

How does a 'brushing' scam affect legitimate Amazon sellers?

Even if you're not involved, a 'brushing' scam affects legitimate Amazon sellers by creating unfair competition (artificially inflated rankings for fraudulent sellers), devaluing genuine customer reviews, potentially leading to increased scrutiny on all sellers by Amazon's fraud detection systems, and in rare cases, inadvertently associating a legitimate brand with fraudulent activity if its products' ASINs are misused by scammers.

What should I do if my customer receives an unsolicited package from a 'brushing' scam?

If your customer receives an unsolicited package that they suspect is part of a 'brushing' scam, advise them not to return the item (as it validates the address for the scammer) and to report it to the platform where the fake review was posted (e.g., Amazon), the USPS (or other carrier), and the Federal Trade Commission (FTC). As a seller, you should also monitor for any unusual review spikes on your listings that could indicate misuse of your product's ASIN.

Can I be penalized by Amazon if my products are used in a 'brushing' scam?

While you wouldn't be penalized for someone else's fraudulent activity, Amazon has strict policies against review manipulation. If Amazon's systems flag unusual activity associated with your ASINs (even if initiated by a scammer), it could lead to temporary listing suppression or closer scrutiny of your seller account while the issue is investigated. It's crucial to report any suspected misuse of your brand or products promptly to Amazon's Seller Performance team.

How can I protect my e-commerce business from 'brushing' scams and review fraud?

To protect your e-commerce business: 1) Implement strong data security to safeguard customer information; 2) Actively monitor your sales and review patterns for suspicious spikes; 3) Register your brand's trademark and enroll in Amazon Brand Registry for enhanced protection; 4) Report any suspected fraudulent activity to Amazon and relevant authorities (USPS, FTC); and 5) Consult with legal experts for proactive compliance and defense strategies against unfair competition.

Is 'brushing' illegal in the United States?

While the act of sending an unsolicited package itself may not always be explicitly illegal, 'brushing' scams involve fraudulent misrepresentation, identity theft (using someone's address without permission), and often violate federal laws related to mail fraud, consumer protection, and unfair competition. The manipulation of online reviews and rankings also breaches the terms of service of major e-commerce platforms, leading to severe penalties. (Source: FTC, Better Business Bureau)

Should I return an unsolicited package received through a 'brushing' scam?

No, if you receive an unsolicited package that you suspect is a 'brushing' scam, you generally should not return the item. According to the Federal Trade Commission (FTC), you have no obligation to return unsolicited merchandise, and keeping it is not illegal. Returning it might inadvertently confirm your address to the scammer. It's best to report the incident to the USPS, FTC, and the relevant e-commerce platform. (Source: FTC)

How can I report a 'brushing' scam?

If you receive an unsolicited package or suspect a 'brushing' scam, you should report it to: 1) The U.S. Postal Inspection Service (USPIS) at www.uspis.gov; 2) The Federal Trade Commission (FTC) at www.ftc.gov/complaint; and 3) The e-commerce platform where the product is listed (e.g., Amazon, eBay, Walmart) through their fraud reporting mechanisms. Provide as many details as possible, including tracking numbers and images of the package. (Source: USPS)

Further Information and Resources from AMZ Sellers Attorney®

• AMZ Sellers Attorney® Official Website
• Amazon Brand Protection Strategies for Sellers
• Trademark Registration - Protect Your Brand

© 2025 AMZ Sellers Attorney®. All Rights Reserved.

Disclaimer: This article provides educational content and does not constitute legal advice. For specific legal guidance regarding 'brushing' scams, e-commerce fraud, or any other seller issues, please consult with a qualified attorney.