I won't ever purchase anything from Amazon that is edible or goes on my body (cosmetics in particular) because of their counterfeit problem. I also try to buy from best buy or other competitors for electronics. Often the price difference might only be 1% or so.
I'm not sure the average person realizes how bad it's gotten and they have a lot of momentum.
It seems like every e-tailer is getting worse about the quality of their shipped products. I keep getting, if not counterfeits, visibly open-box products sold as new from the websites of places like Wal-mart, Target and Best Buy too.
I now do everything I can to buy directly from the manufacturer or their recommended channels (or, in the situations where I feel qualified to evaluate what I'm getting, the used market).
I'm not sure the average person realizes how bad it's gotten and they have a lot of momentum.