Yes, you did read the title right - this is exactly what I ment. Duplicate Content is powerful if you use it on eCommerce websites. Let me explain: I work with two online shops in similar niches. On shop#1 it was mandatory to rewrite every single product description with the standard optimisations (h1 tags, bolded and italic keywords and so so on) and make it unique. On shop#2 the owner started with unique content, but soon it was to expensive and he told me that it doesnt matter for him, we shall just copy the descriptions from the brandsites, as a retailer this would be legal and he won't pay more for unique text. Both shops get the same amount of links through linxboss (i have two spots open, if anyone interested shot me a pm). Both shops have a great on site optimization and the domains are 2 years old (shop#1 is a few months older) Now at the last monthes i experienced the following: shop#1 with the unique content does not rank well at all. The brandnames are not highly competitive and after publishing a new product it has an average ranking from spot 6 to 12. Shop#2 is in the same niche, has now 60% unique content and all the newer stuff is copied by the brands site. I thought "OMG - rankings will drop down, and you'll loose a fortune", but guess what? Rankings shot up! From an average ranking range from spot#7 to spot #20, a new product is now automatically in between the first 5 spots! Some products are the same in both shops and the duped content is always ranking better! There are no OPO issues on shop#1, me and some fellows checked this many times. My thoughts on this: Googles goal is not to educate the site owners. It has just one thing in its mind: Provide the searcher the best value on information. Selfwritten description in eCommerce does not always provide this, as the normal shop owner does mistakes and sometimes even misleading descriptions - the informations from the owner does no mistakes - the descriptions are flawless in grammatics and provided informations. So I think eCommerce sites are treated in another way than other sites. A proper OPO, trustbuilding onsite links like an imprint, contact form, privacy stuff and so on and trustworthy links from outside and you are good to go. Did anyone had similar experiences? I'm curious about yours.