We Find Where Your Products Are Leaking. Then We Close The Leak.

Brand Alignment is a full-stack brand protection company based in Buffalo, New York. We monitor pricing, remove infringing listings, and eliminate unauthorized sellers across 200+ marketplaces, for brands that want the problem fixed, not just reported.

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Trusted by brands of all sizes

It Started With 40 Sellers Nobody Could Name.

Brand Alignment began in 2018 the way most brand protection companies do: sending cease and desist letters to unauthorized sellers. It worked better than anyone expected. We also knew early on that letters alone would never be the whole answer.

The proof came with a footwear brand. Letters had done what they could, and 40 unauthorized sellers were still on its Amazon listings. This was before Amazon showed seller names and addresses, so there was no one to send the next letter to.

Emmanuel Frost spent months investigating every one of them by hand, including sellers holding a single unit. We were just getting started, and we could not afford to fail.

That case became our toolkit. The investigative methods we use today, for small brands and enterprise brands alike, started with those 40 sellers.

“Once they have the product in their hands, you’ve already lost.”

Emmanuel Frost, CEO and Co-founder

Most enforcement is reactive: a seller shows up, you try to remove them. But in the United States, the first sale doctrine generally lets anyone who bought genuine product legitimately resell it, and many marketplaces will not step in. Removing sellers one at a time becomes a loop. So we work upstream. We find out where the inventory comes from and make it harder for unauthorized sellers to get it in the first place.

Understand before we act

Before we recommend anything, we ask where the leak is, how big it is and who is responsible. Authorized resellers breaking MAP? Unauthorized sellers? A coupon that stacks on your own site? It is usually a mix.

Fix the source, not the symptom

Knowing who sells is half the job. The other half is where they buy. We trace distributors, jobbers, liquidation and promotions so the leak stays closed.

No dead-end cases

A case we cannot solve today usually means the brand needs more visibility, such as sell-through reports from distributors. We help put that in place so the next leak can be traced.

How GoPro Took Back Its Buy Box

During the holidays, GoPro was winning as little as 10% of the Buy Box on some products, with 20 different sellers rotating on its listings.

We compared the inventory in the market against GoPro’s sales data and shipping records. The cameras also logged the country where each unit was first switched on. Nine out of ten units from one distributor were activated outside its territory.

GoPro cut off that distributor. On its next product line, it held 90% of the Buy Box.

Lost Buy Box, 2019/2020 to end of 2021

60–80% down to <5%

90%

of one distributor’s units activated out of territory

90%

Buy Box share on the next product line

Brand Alignment was key in reducing GoPro's Lost Buy Box from 60-80% in 2019/2020 down to <5% by the end of 2021.

Brett Taylor Senior Manager, Retail - GoPro

One Partner For The Three Problems That Cost Brands The Most.

Monitor pricing. Remove infringements. Eliminate unauthorized sellers. Run our platform yourself, or let our team run it for you. Either way, it is software we build and maintain in-house.

MAP Monitoring & Enforcement

Track pricing across 200+ marketplaces and enforce your MAP policy with your authorized resellers. Every notice is checked against a screenshot before it goes out.

Explore MAP enforcement

Trademark & Infringement Takedowns

Remove counterfeit, trademark and copyright infringing listings, with documented evidence behind every takedown.

Explore takedowns

Unauthorized Seller Removal

Identify who is selling without authorization, contact every one of them, and trace where their inventory comes from.

Explore seller removal

We Do The Homework Before You Sign.

Discovery

Often two or three calls before anything is signed. We audit your marketplace and tell you what we can and cannot fix.
A demo with your data

We load your Amazon and Walmart products and show you the problem on your own listings, at no cost.
What it is costing you

With access to your Amazon sales data, we estimate the sales each seller and each lost point of Buy Box is taking.
A strategy for your brand

Built around your distribution, your markets and your budget. No two brands get the same plan.
Checked enforcement

We scrape, screenshot and check the screenshot. Only then does a notice go out. And we answer every reply.

“We don’t want to take on a client under false pretenses. We want them to understand the solution, what their role will be and what ours will be.”

Kyle Balcerak, COO and Co-founder

Founders Who Still Work The Cases.

Emmanuel Frost

CEO and Co-founder

Emmanuel’s background is in data analytics, private investigation and ecommerce. He built Brand Alignment’s investigative method by hand, one seller at a time, and still leads the hardest supply chain cases.

“There’s no such thing as a dead-end case. It usually just means it’s not the right time to solve it yet.”

Kyle Balcerak

COO and Co-founder

Kyle leads onboarding and client relationships, with experience in managed services, multichannel sales and wholesale. Every new brand goes through his discovery process before it signs.

“When a client tells me they had their best Q4 yet, that is everything we work for.”

The People Behind Every Notice, Takedown And Investigation.

A Supply Chain You Can See From The Factory To The Customer.

Much of global distribution still runs on trust: a handshake and a promise not to divert product. Today a serial number tells you which distributor a unit shipped to, and almost nothing after that.

We are building toward full visibility, starting with sell-through data from your distributors, so every unit can be traced the way a painting’s provenance is.

FAQ

Questions About Brand Alignment

Answers to the questions brands ask most before working with Brand Alignment. If you don’t see yours here, contact our team.

What is Brand Alignment?

Brand Alignment is a full-stack brand protection company based in Buffalo, New York. It helps brands enforce MAP pricing, remove counterfeit and infringing listings, and remove unauthorized sellers across 200+ online marketplaces.

Who founded Brand Alignment, and when?

Emmanuel Frost (CEO) and Kyle Balcerak (COO) founded Brand Alignment in 2018 in Buffalo, New York.

Is Brand Alignment software or a service?

Both. Brand Alignment has built and maintained its own platform since 2018. Brands can use it self-serve, or have Brand Alignment’s team run monitoring and enforcement for them.

Which marketplaces does Brand Alignment cover?

More than 200 marketplaces, including Amazon, Walmart, eBay, Best Buy and Target Plus.

How many brands does Brand Alignment work with?

More than 100 brands, from growing companies to enterprise names like GoPro, Xerox and HPE.

Which industries does Brand Alignment work with?

Any brand that sells online. The most common are electronics, apparel, health and cosmetics, pet, and industrial supply.

Does Brand Alignment take legal action against sellers?

Brand Alignment focuses on technology-driven enforcement rather than litigation. When a case calls for legal action, it is handled through partner law firms.

Who owns Brand Alignment?

Brand Alignment is part of Beacon.

How quickly can we get started?

Your monitoring dashboard is ready within 24 hours of onboarding. You can also start a free 7-day trial for up to 50 products, with no credit card required.

Tell Us What’s Happening On Your Listings.

We will show you where the problem starts, using your own data. The demo costs nothing.