A new browser extension—called Knockoff—aims to handle this decluttering for you. It greys out or hides items from shady and no-name brands, making it easier to find the reputable ones.
Depending on what settings you select, Knockoff will label, dim, or remove those listings altogether from your Amazon results. You can also hide sponsored listings and set an allowlist and a blocklist for brands you always or never want to see. The "Relaxed" filter removes only the worst offenders and items on your blocklist, while the "Standard" filter also catches suspicious names and unbranded listings. If you choose "Strict," you'll see only what's on your allowlist.
Unknown brands aren't necessarily bad
While Knockoff does filter out some of the noise, it's worth noting that not all of the products it catches are inherently bad, and you don't necessarily need to discount every seller that isn't a household name. For example, Lifehacker e-reader reviewer Joel Cunningham noted that, at least as of the time of publication, the extension blocks items from Xteink, a Chinese company that makes a line of pocket e-readers that have gathered a fervent following in recent months.
If you use the "labeled" or "dimmed" settings, you can still see and compare filtered items and look for other trust signals before making a purchase. For example, you should read a mix of recent reviews, check the seller's profile, view the price history, and compare product specs beyond the listing's title.
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