Why would a seller list 50, 75, 100 different $50-retail COACH keyrings for 2.99, 3.99, 4.99 etc? Why would some be shipping from Hong Kong? Why do these folks rarely use the word "authentic" as a descriptor? Because they're almost always 100% fake. Many of the counterfeiters will purposely NOT use the words "authentic"  or "genuine", or if they do it's "COACH Authentic Key Fob".....that means it's an authentic KEY FOB, NOT an authentic COACH fob! Oh, and having "COACH tissue and box" means NOTHING.

Check out a seller's feedback, you may find negs and neutrals for "fakes". You may not if the folks buying the items don't know COACH's outstanding quality. You can go to toolhaus.org to look up only a seller's negative feedback to spot a pattern. Check out the seller's other items; if they regularly sell many genuine Coach bags and accessories you're probably safe. Check the length of time the seller has been on Ebay; counterfeiters routinely get new Ebay accounts and user names to cover their tracks (VERY easily done!). 

Most important is to do your homework on the items you want to buy!! Yes, things do show up on Ebay that aren't available in every small town in America, BUT there are many reputable retail web sites on the internet where you can search for an item you see here. Compare the items by color, general appearance and availability.... no one will be selling you new genuine limited edition never-seen-before COACH keyrings for a buy it now of five or ten bucks.

And if you do get taken by some scum-sucking counterfeiter... POST NEGATIVE FEEDBACK to warn others!! Notify Ebay too. Also, please go to coach.com and click through to Customer Service. There, you can report counterfeits. COACH will sic the law on them. :-)