CENTENNIAL, CO – American Medical Service and Repair and its Oxygen Concentrator Store, one of the country's oldest and most respected retailers of pulmonary therapy devices and the world's largest online merchant of oxygen concentrators, has long faced competition from some disreputable operations and has created a consumer checklist of the Top 10 Ways to Avoid Internet Sales Fraud, applicable for any product category.

"We are an online retailer and, as individuals, we also shop the Internet for a variety of goods and services," says Jennifer Hopkins, AMSR CEO and Partner. "The Internet is an amazing place to shop for just about anything, but it is unfortunately also a convenience that the unscrupulous use to rip-off trusting consumers. We developed our checklist to prevent online fraud and to help Internet shoppers get what they paid for from reputable companies who stand behind their products and services. This is particularly important for consumers buying expensive products."

The Top 10 Ways to Avoid Internet Sales Fraud:

#1 –Buy only from a business accredited by a reputable source, such as the Better Business Bureau.If a business says it is accredited, a consumer can visit the website of the accreditation agency and confirm its standing. For the BBB visit their web site, click on "Check Out a Business or a Charity," and then type in the URL (the website address) of the online retailer in question.

#2 – Validate that the business is an authorized seller by the manufacturer of the product.Most manufacturers maintain a list of authorized retailers and/or dealers on their own websites; it's the only way to ensure that the product's warranty will be valid.

#3 – Validate the businesses phone number.Some websites are just marketing portals created to make a business look or sound legitimate. Look for online vendors with a telephone number listed in their "Contact" information, and validate that the salesperson on the line is in the same state as the business contacted.

#4 – Validate that there is a physical address.Check the address on Google Maps. Many disreputable web-based companies operate either out of their homes or vacant lots. Also Google the address to see if the business is listed as being there and to see if a different business comes up.

#5 – Verify what product and model number you are purchasing in the checkout process.Keep a written record of exactly what is being purchased to confirm that you receive the proper merchandise. As models change, some suppliers say they are shipping the latest model when they are, in fact shipping older models.

#6 – Verify that the exact warranty start date is the date of your invoice.Some manufacturers start the warranty on the date the product was shipped to the retailer. If the product sat on the retailer's shelf for a year, you might think you are getting a 3-year warranty when in fact there is only 2 years left on the guarantee. Also ask who is providing the warranty. A warranty from a retailer is only good if the retailer stays in business; a manufacturer's warranty is typically more reliable.

#7 –Verify that you are receiving the product that was promised.When you buy a car, particularly a new one, you can be reasonably sure that the mileage on the odometer is accurate. Other products, such as oxygen concentrators, have built-in electronics that verify usage; more than 20 hours would indicate that the unit was rented before being sold. Also, check the packaging for signs of repacking which might indicate prior use.

#8 – Watch out for bait-and-switch.Some disreputable online retailers may "optimize" their website with brand names that they don't actually carry or for which they are not authorized to sell, and then attempt to sell you a different brand (they might claim the original brand is out of stock). Go to an authorized reseller.

#9 – Call the company's service department to see if they really answer or to see how long it takes for them to respond to either a phone or email query.Reputable merchants will either be on call or respond in a reasonable manner (they might give business hours; check the time zone before expecting a prompt answer or return call).

#10 – Craigslist rarely has the best deal.Listings on Craigslist with a toll-free number (not a private party) may be scam artists, like the proverbial guy with a raincoat filled with "brand-name" watches. You can almost always get the same product, with a warranty, from a reputable dealer.

"We developed this consumer checklist because we have customers who have been cheated by online retailers, particularly some of our older clients who are less familiar with the Internet," says AMSR's Hopkins. "We want to tell people not to be afraid of buying from an online company; the Internet offers an astounding array of products and services, often at prices far less than can be found at local stores. Our Top 10 Ways to Avoid Internet Sales Fraud is an admonition to be an informed shopper."