You may be confident that if you purchased the Under Armour from Amazon, you would be receiving a genuine item. They are authentic and legitimate underarmour.com products. The only difference is that instead of buying it from underarmour.com, you bought it from Amazon. Amazon uses third-party sellers to sell their products. These third-party sellers then be responsible for creating their own storefront with Amazon to display the items for sale. If someone buys an item from your seller's page, you will receive payment from Amazon and pass on the purchase price to the seller. Generally, the higher-priced an item is, the more difficult it will be to sell on Amazon's platform. In addition, different countries have different regulations regarding the sale of clothing online - in some countries all garments must be manufactured within the country while in other countries this is not required. So make sure you read the terms and conditions of any company before doing business with them! Now that you know how Amazon works, let's see how it affects the Under Armour store on Amazon. First off, because there are other sellers on the platform with similar or identical products to the Under Armour store, they can affect its ranking on search results.