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The Seller
Do you know the seller’s reputation?

You might feel safer dealing with companies you already know and trust. If you’re not familiar with the name and reputation of a company–and especially if a seller has sent you an unsolicited e-mail message ("spam")–find out more before you buy. With a click you can check a company’s reputation by contacting the Better Business Bureau or the Office of the State Attorney General in your state or the state where the seller is located which can be accessed through the National Association of Attorneys General

Also, consumers have the ability to search for businesses that have qualified for the BBBOnline Reliability and Privacy Seals.
(Source: Safeshopping.org)