I pay attention to who is actually selling me stuff on Amazon - I think I've dodged many bullets that way. But it's no different than any big box or retailer - instead of buying it in person at Target, you simply pay an Amazon middle man. Who may or may not be around in a month due to bad reviews/ripping people off.

And, ALWAYS read the reviews. I was looking at something this weekend, and the comments were all "This is a knock off with a fake label of the real manufacturer".