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For many brand name product categories, I've just given up on Amazon. It's impossible to know whether you'll get a counterfeit or not. I ordered some replacement brushes for my Sonicare toothbrush. They look great, have the Phillips logo, and seem well made. But the internal threading is not quite right, and the hole is not deep enough to tighten it on the base unit properly. They appear to be really good counterfeits.
From what I can tell, all the "Stop-Top" soda can resealers on Amazon are fake, even ones with the original patent number printed on the parts.
For some products, reading the reviews, the same listing goes from originally selling originals to switching over to counterfeits after garnering good reviews. This appears to be a deliberate tactic in some cases. Amazon needs to have a timeline display of review ratings to make it easier to detect this.
I'm betting that for something as rudimentary to make as a Zippo, most of the stuff on Amazon is fake. To get something directly from the manufacturer is worth a few extra bucks ... unless the manufacturer is sourcing from China, which happens.
Or just buy direct from Amazon, and you still save a bit vs Massdrops pricing and you get it faster with prime...
My point was that it's difficult to tell if products on Amazon are counterfeit or not.
However, this brass Zippo page does look legitimate to me:
"Made in USA, ships from and sold by Amazon.com." Presumably Amazon gets the stuff direct from the manufacturer.
Prime availability simply means that the seller has sent the product to Amazon's warehouses and paid a fee to Amazon to stock products and fulfill orders. There are a lot of counterfeit products sold on Prime. It's not hard to get a product into Prime. I did it with my one-person company. I used UPC codes I bought myself from GS1 US and printed the bar codes onto address labels I made on my Macintosh. I could have used UPC codes from anybody though, just by copying from a legitimate product package. Bar codes are really the only requirement for Prime.