Williams-Sonoma Inc. sued Amazon.com Inc. in a case that challenges the online retailer’s private label push that started with batteries, baby wipes and phone chargers and has expanded to include clothing, toys and high-end furniture.
Amazon’s “Rivet” line includes products that are “strikingly similar” to Williams-Sonoma’s West Elm brand, including a $300 orb chair the household goods maker introduced two years ago, according to Williams-Sonoma’s complaint.
Tı It was clear that Amazon was able to design a product range with almost the same product designs, including product names containing the same non-identifier terms that it used in conjunction with these products, except to commit to deliberately copy WSI’s West Elm product line. Göre According to your clothes.
Amazon, through a spokesman, refused to comment on the trademark and patent infringement complaint filed on Friday at the San Francisco federal court.
The case points to a new chapter in the tension between the world’s largest online retailer and the major brands that need to decide how to interact with a retailer and who should decide more than its partners and competitors. Apple Inc. and many other companies have previously accused Amazon of not doing enough to fight independent traders with independent products sold on the site. Williams-Sonoma’s case is directly related to the Amazon, claiming that it is “unfair and deceptively occupied by a widespread copy campaign”.
The case shows that Amazon’s special brand products will be withdrawn more than major brands, with more and more expensive categories invested in design and marketing by established brands.
Williams-Sonoma said that the three alleged Amazon chairs were designed in-house and that the Williams-Sonoma revenue was $ 8 million in the first 10 months of the year. West Elm and Pottery Barn furniture are more suitable for in-store purchases rather than online shoppers because retailers have been called for less exposure to Amazon competition in recent years by analysts. The case suggests that the company now feels the warmth of the e-commerce giant.
Spencer Millerberg, senior vice president of Edge by Ascential, an e-commerce consulting firm, said: k They’re going into a ton of different categories and we have no doubt that we’ll see more cases like this. Bir He worked on the Amazon before. Değil The thing is, I don’t care about Amazon. Vendor managers look at how large the legal risk is from the product. “
The complaint highlights Amazon’s power as a product search engine that can gain insight into products that hundreds of millions of customers don’t want to sell on the basis of searches. They can offer similar products and promote them on their site, and even advertise on Google using the keywords used by shoppers in Amazon. Amazon’s private label products are pushing their brands to sell and advertise their merchandise at the web store, so customers can start buying similar products from Amazon.
”Amazon can do something close enough to sell 30 percent less when manufacturers make it different enough to buy a consumer and not violate a patent,” he said. sell in the market. ”If someone called Amazon for a Williams-Sonoma chair and couldn’t find someone, they would market them when they made a cheaper chair.“
According to TJI Research, Amazon has more than 120 brands, 100 of which have been introduced in the last two years. Some brands are connected directly to the Amazon name, such as Amazon Basics products and Amazon Essentials attire, which includes removable fabrics, t-shirts and undergarments. Other custom label brands, including most of the other fashion lines, do not include the Amazon name.
Doug Bania, the founder of Nevium Intellectual Property Advisor, may damage the company’s reputation if the private label expansion of Amazon is known to be a place of choice for the infamous imitations of popular brands.
”Amazon is going to push everyone away if the keyword is loading search results to choose their own products,“ he said. Olun Help brands sell and sell their products. Don’t try to feed and switch and sell a cheaper product that looks the same. “
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