Because, crucial, Amazon also comingles reviews for the same product.
I'd assume they have boilerplate in their legal agreements that waive rights to do so. But it seems blatantly obvious that if I put a novel item on Amazon, attract great reviews for its high quality, get comingled with counterfeits, have my reviews bombed by pissed off customers, Amazon has materially injured my business through no fault of my own.
They're already swimming in reviews. So I can't see them not getting more than they're losing by empowering customers to torpedo bad sellers.
Of course, this would also mean fundamentally changing their logistic practice, which is probably why they aren't interested in doing it.
This is true, and Amazon admits it. Co-mingling is a large part of their delivery platform.
If you send items in to the warehouse with the UPC, they will be considered co-mingled which means anyone else sending the same product with just the UPC will all be stored together. THIS is where you have the issue of the possibility of buying counterfeit products.
If you send the items in with the FNSKU, they will be considered separate from the co-mingled inventory. Anyone that buys from a seller that has the FNSKU will get the items THAT seller sent in, and not from the co-mingled batch.
For retail items, it's really up to the seller how they want to send the items in. For the sake of seller metrics, it would be wise to send in items with an FNSKU so you avoid the issue of a customer buying from you as the seller, but possibly getting a counterfeit item.
To clarify another incorrect statement in this thread: Amazon does not charge extra to not co-mingle the items. They do offer a service where they will add the FNSKU label to your items at .20/piece, but that's only if the seller doesn't want to do it prior to sending the items in.
Source: I'm a seller on Amazon.
If not, these specifics don't really matter