Watch Almanac

New and pre-owned

Is Amazon legit?

Yes. Amazon is a real business, selling since 1994 from Seattle, Washington, USA. Amazon sells both new and pre-owned watches, and the warranty you get depends on which, and on whether it is authorized for that brand.

Watches on Amazon are sold both by Amazon itself and by independent third-party sellers on its marketplace; Amazon's Luxury Stores section also hosts third-party sellers such as pre-owned reseller Rebag. Who the seller is determines warranty and return terms.

Amazon at a glance

Website
amazon.com
Sells
New watches from fashion through luxury price points, sold by Amazon and by third-party marketplace sellers, plus pre-owned luxury watches from third-party sellers in Luxury Stores at Amazon.
Founded
1994
Headquarters
Seattle, Washington, USA
Ownership
Amazon.com, Inc. (publicly traded)
Authorized dealer
Not an authorized dealer for the brands it sellsNo verified source found listing watch brands for which Amazon is an authorized retailer. Authorization status depends on the individual seller of each listing.
Warranty
Varies by listing and seller. Amazon does not provide a blanket watch warranty; any manufacturer or seller warranty depends on who sells the specific item.
Returns
30 days. Under Amazon's Free Returns on Fashion Items policy (covers watches marked 'Free returns' next to the price), eligible items can be returned within 30 days of receipt for a full refund. Watches must be returned new and unworn with all original packaging, tags and certificates of authenticity; resized, altered or damaged items are not accepted. Third-party sellers may set their own terms, within the A-to-z Guarantee framework.(amazon.com)
Payment
Third-party marketplace orders are covered by Amazon's A-to-z Guarantee: claims are filed with Amazon when an item is not delivered, is damaged/defective/not as described, or a seller refuses or fails to refund a return. Eligibility requires the order's last delivery date to be within 90 days and prior contact with the seller (48+ hours). Not available if a chargeback was already requested.(amazon.com)
Trustpilot
1.5/5 from 49,893 reviews (2026-10)(trustpilot.com)
BBB
A+, accredited (2026-10)(bbb.org)

How Amazon authenticates watches

Amazon's anti-counterfeiting policy strictly prohibits the sale of counterfeit products and makes sellers responsible for sourcing only authentic goods; violations can lead to loss of selling privileges, withheld funds, inventory disposal, civil action and law-enforcement referral. Amazon's Counterfeit Crimes Unit works with brands (enrolled in Brand Registry) on litigation and referrals. Amazon does not describe a watch-specific authentication process for marketplace listings.(trustworthyshopping.aboutamazon.com)

What to know before you buy

  • In 2017, Swatch Group CEO Nick Hayek said talks to sell higher-end Swatch Group brands (Omega, Longines, Blancpain) on Amazon stalled because Amazon would not commit to policing its site for counterfeits and unauthorized sellers. The same report said Richemont (Cartier's owner) was staying away from Amazon and LVMH's CFO said Amazon's business 'does not fit with LVMH.'(foxbusiness.com)
  • Many brands' warranties apply only to watches bought from their authorized retailers, so a watch from a marketplace seller that is not an authorized retailer may not carry the manufacturer's warranty.(fratellowatches.com)

More about Amazon

  • The A-to-z Guarantee covers timely delivery and condition of items bought from third-party sellers; claims are filed directly with Amazon.(amazon.com)
  • Watch returns under Amazon's fashion returns policy require new, unworn condition with original packaging, tags and certificates of authenticity.(amazon.com)
  • In June 2025, luxury resale company Rebag launched on Luxury Stores at Amazon with nearly 30,000 pre-owned items, including Rolex and Cartier.(us.fashionnetwork.com)
  • Amazon launched its Luxury Stores section in September 2020, initially with a single brand (Oscar de la Renta).(bloomberg.com)
  • Amazon's BBB profile (accredited since 1996, A+) lists alerts including a pending District of Columbia lawsuit filed December 2024 over Prime delivery claims; allegations are unproven.(bbb.org)

Check the price first

Whoever you buy from, compare the asking price with the list price and the going rate. Our brand price lists give current list prices, and the market tracker shows what the same references are listed for on eBay today. A price far below both is the clearest sign of a fake or a scam. Before buying, check the size on your wrist with the fit finder.

Questions

Is Amazon legit?
Yes, Amazon is a real new and pre-owned that has been in business since 1994, based in Seattle, Washington, USA. Amazon sells both new and pre-owned watches, and the warranty you get depends on which, and on whether it is authorized for that brand.
What warranty does Amazon give?
Varies by listing and seller. Amazon does not provide a blanket watch warranty; any manufacturer or seller warranty depends on who sells the specific item.
What is Amazon's return policy?
30 days. Under Amazon's Free Returns on Fashion Items policy (covers watches marked 'Free returns' next to the price), eligible items can be returned within 30 days of receipt for a full refund. Watches must be returned new and unworn with all original packaging, tags and certificates of authenticity; resized, altered or damaged items are not accepted. Third-party sellers may set their own terms, within the A-to-z Guarantee framework.
Does Amazon sell real watches?
Amazon's anti-counterfeiting policy strictly prohibits the sale of counterfeit products and makes sellers responsible for sourcing only authentic goods; violations can lead to loss of selling privileges, withheld funds, inventory disposal, civil action and law-enforcement referral. Amazon's Counterfeit Crimes Unit works with brands (enrolled in Brand Registry) on litigation and referrals. Amazon does not describe a watch-specific authentication process for marketplace listings.

Sources