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That actually depends on the brand of UGGs that you want to buy. If you want to buy only the UGG Australia brand, then there are online guidelines that you can use to help you spot fakes. A usefull way to spot fake ugg boots is The ones that are fake do not have a raised or embossed insignia on the bottom of the soles.

One great idea would be to look for online pictures comparing fakes and authentic ones. Some fake ones will have less fluffy fur and differently printed brand labels. Most UGG Australia UGGs are also now manufactured in China and not in Australia or New Zealand as some tags might claim. There are many other online tips to help you evaluate a pair that you would like to buy.

Ugg Australia has required any Authorized ugg Dealer to promise and sign an agreement not to sell on ebay. If the price is below retail then it is most likey a fake as only Ebay sellers who buy the boots retail are allowed to sell on Ebay. Any sheepskin ugg boots you see being sold less are usually fakes. The price of the boot is a good indicator for a fake.

This is from the Deckers Web site: "eBay Sellers/On-Line Auctions and Trade Boards: UGG Australia does NOT authorize any of its dealers to sell on eBay, any other on-line auctions or trade boards. UGG Boots 's agreements with its dealers prohibit sales on auction sites. Accordingly, UGG Australia does not offer its limited warranty or rebates for products purchased on these sites and will not assist with resolution of any disputes including assistance with Pay Pal refund requests." So if they are buying them retail with tax and having to pay ebay and pay pal fees and they are not seconds and are grade a boots they will be selling for more than retail.