亚马逊卖家商标侵权案例解析及品牌保护策略
近期一起亚马逊商标侵权案引发行业关注。知名天然化妆品品牌Josie Maran起诉第三方卖家Morning Beauty涉嫌商标侵权，因其未经授权销售带有品牌商标的产品，且未能提供品牌要求的质量控制、客户服务和产品保修。
A recent Amazon trademark infringement case has drawn industry attention. The well-known natural cosmetics brand Josie Maran sued third-party seller Morning Beauty for allegedly infringing trademarks by selling unauthorized products bearing the brand's trademarks, while failing to provide the required quality control, customer service and product warranties.
据案件资料显示，Josie Maran品牌在2020年2月至4月期间曾四次致函该卖家要求停止侵权，但未获回应。Morning Beauty仍持续销售相关产品，最终导致品牌方采取法律行动。
According to case documents, Josie Maran sent four letters to the seller between February and April 2020 demanding cessation of infringement, but received no response. Morning Beauty continued selling the products, ultimately leading the brand to take legal action.
如何识别未经授权的卖家？
How to Identify Unauthorized Sellers?
未经授权卖家通常具有以下特征：
- 创建虚假产品列表
- 使用虚假名称或多个卖家账户
- 操纵亚马逊算法获取"购买框"
- 控制并篡改产品列表内容
Unauthorized sellers typically exhibit these characteristics:
- Creating false product listings
- Using fake names or multiple seller accounts
- Manipulating Amazon algorithms to win the "Buy Box"
- Controlling and altering product listing content
五大品牌保护策略
Five Brand Protection Strategies
1. 注册商标
注册商标所有人可以向亚马逊举报商标侵权行为。
1. Register Trademarks
Trademark owners can report infringement to Amazon.
2. 制定MAP政策
实施最低广告价格政策，控制产品定价和购买框。
2. Establish MAP Policy
Implement Minimum Advertised Price policies to control pricing and Buy Box.
3. 注册品牌备案
通过Amazon Brand Registry证明品牌所有权，获得更多控制权。
3. Register Brand Registry
Prove brand ownership through Amazon Brand Registry for greater control.
4. 加入零号项目
申请加入亚马逊的"零号项目"打击假冒商品。
4. Join Project Zero
Apply for Amazon's Project Zero to combat counterfeits.
5. 使用品牌保护平台
投资自动化品牌保护解决方案，持续监控侵权卖家。
5. Utilize Brand Protection Platforms
Invest in automated brand protection solutions for continuous monitoring.
通过实施这些策略，品牌可以有效保护自身权益，维护市场秩序和品牌声誉。同时需要保持警惕，持续监控平台上的侵权活动。
By implementing these strategies, brands can effectively protect their rights, maintain market order and brand reputation. Constant vigilance and monitoring of infringement activities on the platform is also essential.
