Example:

So I can report them, what UK government agency is responsible for handling this? The Competition and Markets Authority? Some consumer safety body?

Additional question: how to report this seller to Amazon?

I have already done the following:

• Reported seller to 6x brand owners of the brands they are selling relabelled or potentially counterfeit products of
• Reported seller to Action Fraud
• Reported 5-10 listings to Amazon for having incorrect brand information

I did all this yesterday, so time will tell if something is done.

How did I come across this seller? When trying to list a legitimate product, I used the 'add a product' tool and listed as normal. Everything looked the same apart from a small logo on the image, which I did not notice. The product was listed under a trademarked brand (not the right brand) and so the seller reported my listing as counterfeit (despite that they are infringing the intellectual property rights of the actual brand owner)

The seller is also using fake EU-responsible person names and addresses on its products sold on Amazon EU marketplaces.

The seller's company (and IP representative) is based in the UK, with a British director and full shareholder.