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The Art of War On Amazon Part 4 – Black Hat Sellers & The Dark Triad

The Art of War On Amazon Part 4 – Black Hat Sellers & The Dark Triad


Welcome back to Seller Sessions! If you haven’t listened to episodes 1 to 3 of The Art of War on Amazon, make sure to check those out, as they provide essential context for this final installment.

In this episode, we’re diving deep into the psychology of black hat sellers via the framework of the Dark Triad and how it manifests in the competitive world of Amazon.

Introduction to the Dark Triad

Dark Triad Traits: Narcissism, Machiavellianism, and Psychopathy

These traits are distinct yet interrelated, often leading to social malevolence. Common themes include emotional coldness, duplicity, and aggression.



Narcissism is characterized by grandiosity, a need for admiration, and a lack of empathy.


  • Grandiosity and Entitlement: Narcissistic sellers might feel they deserve to dominate the market and believe they are superior to their competitors.
  • Lack of Empathy: They may not care about the harm they cause to other sellers or the unfairness of their tactics, focusing solely on their own success.



Named after Niccolò Machiavelli, this trait involves cunning strategies and manipulative behavior.


  • Manipulation and Deceit: These sellers use cunning strategies to deceive and sabotage competitors, including fake reviews and false reporting.
  • Strategic Planning: They meticulously plan their attacks, exploiting loopholes and weaknesses in Amazon’s system.



Psychopathy, or antisocial personality disorder, involves a lack of guilt or remorse for harming others.


  • Lack of Remorse: Psychopathic sellers may employ ruthless tactics without any moral boundaries.
  • Impulsivity and Thrill-Seeking: They enjoy the thrill of outsmarting competitors and the power that comes from disrupting other businesses.

We Will Also Cover

  • Common Tactics
  • Defending Against Black Hat Sellers
  • Knowing Your Enemy
  • The Only Way to Beat Them
  • Strategic Positioning
  • Countering Black Hat Attacks in Q4

As the great Sun Tzu said, “In the midst of chaos, there is also opportunity.

Understanding these traits and their implications can help you develop strategies to protect your business and navigate the competitive landscape on Amazon more effectively.

Check out this episode!


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