In recent years, there is growing concern with some of the bizarre practices in some neoprophetic churches. Amongst the concerns raised are the bizarre practices and the commercialisation of churches with claims that churches are being turned into lucrative businesses. In this article, the relationship amongst prophets, churches and commerce is explored, focusing on competitive behaviour in an open market or free market. The article engages the following issues: firstly, the issue of religious marketing in the context of a free (...) market and consumerism; secondly, branding faith in relation to competition between churches and brands of prophets and thirdly, fraudulent activities facilitated by prophets.Contribution: The article provides a critical assessment of the practices of prophets and neoprophetic churches considering their commercial interests. Thus, the study points to the intersection between religion and commerce. (shrink)