What I find really interesting is that Alibaba inside China has already solved this problem in Tmall and Taobao (it doesn't really work for international sellers).

Once you've built up a buying history and reach the level of VIP you get a guaranteed refund policy while claims are being investigated. If you request a refund you get the refund while they investigate.

Also refunds for counterfeit are triple on Tmall (optional on Taobao) which makes it fairly easy to figure out if something will be real or not. The seller also has to have a bond of different amounts which is public so you know how much they trust their own products.

I thought that this would be interesting since Amazon just pulled out of China. This is probably one of the main reasons they struggled here. (I live in Shanghai as an expat)