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I feel like they need to advertise it on the front door. "Our big online competitor is known for shipping counterfeits"

Something tells me that they would get sued.

Concur. Safer to imply it by saying: “WE are known for NOT selling counterfeits.”

Truth is an affirmative defense to libel.

Can you libel a party without ever naming them?

Yes. “My opponent is a pedophile” in a political race would still be libel. (Well, if untrue.)