In order to create a fair business environment and protect the rights and interests of sellers and brands , do you know? In 2021…

How much human and material resources has Amazon invested in defending the rights and interests of brand sellers ?

In order to avoid infringement and abuse and reduce reporting after the event, Amazon has 24/7 continuous monitoring, and how many suspicious product information has been blocked in advance? How many attempts to modify product detail pages were automatically scanned ? How much did the number of brands reporting infringements drop afterward?

In order to make brands more worry-free, whenever a brand manually removes a suspicious product, Amazon ’s automatic protection measures will automatically remove how many suspected infringing related products through machine learning ?

Let's take a look at the "Amazon Brand Protection Report 2021" to reveal new data and brand protection measures!

Amazon Global Store:

Key points of Amazon brand protection report dry goods: new changes, new upgrades, new measures, comprehensive protection and more peace of mind!

The performance of these data in the report is inseparable from the upgrade of Amazon's brand protection tools and measures. What exactly has changed in the latest brand protection measures? How to use the brand protection tool more effectively for sellers? The main points of the dry goods of the report have been sorted out, let’s get together!

1▼ Simplify the difficulty

Make the "headache" patent infringement report more convenient

As sellers continue to increase their investment in brand and original product research and development, Amazon has also seen that more and more sellers are constantly expanding their intellectual property protection system and actively protecting brands and products through patent applications. And the utility model patent that was invented and obtained through hard work was copied by the opponent? However, the process of overseas patent rights protection is complicated and lengthy, and the waiting and losses in the middle often make the infringed brand suffer terribly.

TORRAS

Internet ( Internet ) network life overseas brand

" Overseas punishment for intellectual property infringement is very strong, which is a very favorable business environment for an innovation-driven brand company like ours . Therefore, we also pay special attention to the global layout of the brand and patent protection. TORRAS brand products We have applied for 3,500 patent protections worldwide, and more than 150 overseas patent applications. However, when protecting intellectual property rights through judicial means, overseas litigation costs are high and the cycle is long, which is indeed a challenge we face.”

Now, Amazon's new Amazon Patent Evaluation Express (APEX) is here!

This new feature belongs to the Report a Violation tool in Brand Registry and is currently open to owners of US utility model patents to help report patent infringement.

Amazon's global store opening: I have also heard feedback from sellers recently – how can the success rate of patent infringement reports be improved?

Due to the complexity of utility model patent technology, it is difficult to determine whether a product is infringing based on visual clues alone, so it is necessary to use professional knowledge in technology and patent law to make decisions. When using the reporting infringement tool to report "utility model patents", brands can choose to enable the APEX program and introduce neutral third-party expert assessors to determine whether the product is infringing. The lawyers are not affiliated with Amazon, and Amazon was not involved in the ruling.

When reporting, the brand needs to list the ASINs (no more than 20) of the infringed products for submission, and a neutral third-party lawyer will quickly evaluate whether these products are infringing. If the reported seller chooses not to participate in the evaluation, or neutral evaluation If personnel find that the reported ASINs infringe your patents, Amazon will remove these ASINs so that the infringing products cannot be sold .

Seller's classroom notes: What are the characteristics of APEX?

1Easy to operate

You can directly operate in the brand registration background, search and select the ASIN whose potential patent infringement you want to report. One report corresponds to an unexpired US utility patent and can contain up to 20 ASINs.

2 expert evaluation

Introduce a neutral third-party expert assessor to determine whether the product is infringing, the lawyer has no connection with Amazon, and Amazon does not participate in the ruling.

3 shorter time limit

On average within 7 weeks for a verdict! Much faster than typical US patent litigation (which typically takes two years).

4 lower cost

Both parties participating in the evaluation must pay $4,000 in advance, but when the evaluation verdict is determined, the winning party will receive $4,000 back, and the cost will be borne by the losing party in the evaluation. In other words, if your complaint is correct, you can easily settle patent infringement without spending a penny !

In the past, patent infringement lawsuits usually cost brands hundreds of thousands to millions of dollars and lasted for several years. Therefore , the launch of APEX can be said to be an affordable and fast option for sellers to resolve patent claims.

2▼The protection is wider

Strengthen product traceability and prevent counterfeiting in the whole link

In order to help sellers eliminate fakes, Amazon launched Transparency (Transparency Program) , which allows brand owners to paste unique codes on each item to scan and verify whether the products in their supply chain are genuine. Amazon will 100% verify the products that join the Transparency (Transparency Program) .

Once it is determined that the product lacks a valid code, the sale will be stopped to ensure that only genuine products can be delivered to consumers. It can also help sellers achieve multiple protections such as preventing counterfeit sales in advance, strengthening after-sales buyer interaction, and helping to discover supply chain problems.

In 2021, Amazon will go a step further in Transparency (transparency plan). In addition to preventing counterfeit goods from being sold, it also launched the " product tracking and tracing " function; in 2022, it will further provide major benefits, and provide one-year Up to 20,000 free codes!

Seller Class Notes

✓Product Tracking and Traceability Function: It can help brand owners track products in their distribution channels, and grasp more enhanced analysis data related to buyers' returns, so that brand owners can intuitively understand product defects at the factory or production batch level trends and address root causes.

✓ New offer in 2022: Now, each new product joining the program can use 20,000 Transparency codes for free within 365 days after the protection is turned on.

3▼ Committed to guaranteeing "zero" fakes

Close cooperation and multi-party linkage

Responsibility! Set up Amazon's global anti-counterfeiting team, continue to fully investigate the responsibility of counterfeiters, and strive to ensure "zero" counterfeit products!

litigation! Overseas, Amazon's global anti-counterfeiting team filed civil lawsuits against more than 170 counterfeiters; assisted the judiciary in filing criminal lawsuits against more than 600 criminal suspects, an increase of more than 300% compared to 2020.

law enforcement! In China, Amazon works closely with relevant law enforcement agencies and industry associations to actively promote the improvement and development of cross-border e-commerce brand protection rules. Amazon's global anti-counterfeiting team assisted with relevant Chinese law enforcement agencies to take multiple law enforcement actions against sellers selling fake goods on Amazon, and successfully seized fake Ferragamo classic Gancini belts, trademark-infringing headphones, counterfeit auto parts, etc., creating a healthy business environment , providing a reliable shopping experience.

Now, more and more Chinese sellers and brands have obtained significant brand protection progress through Amazon’s brand protection tool, which also makes Amazon a more secure choice for many sellers to settle overseas.

Real experience sharing from sellers

" After comprehensively using Amazon's brand protection tools, we have noticed a significant reduction in infringement cases, and the cost of lawyers for rights protection has also been relatively reduced . In the past year, we used Transparency (Transparency Program) to protect more than 150,000 products, effectively preventing Amazon from cases related to counterfeiting and brand infringement.”

——Orolay is a popular down jacket brand on Amazon

"Amazon's brand protection tool makes infringement complaints and brand protection easier. We use the report infringement tool Report a Violation to complain about counterfeit sales, and we can basically get Amazon's response within 48 hours. Last year, we also added 10 Several products joined the Transparency (Transparency Program), which effectively prevented negative reviews caused by counterfeit products and greatly helped the increase in sales.”

——TORRAS Internet ( Internet ) network life overseas brand

"Among Amazon's brand protection tools, the Report a Violation tool is very convenient and efficient. In the past year, we have also added 23 products to the Transparency (transparency plan), hoping to protect the brand from the source and prevent counterfeiting."

——Dreametech's innovative smart home appliance overseas brand

"Report a Violation is the most commonly used tool to deal with hijacking infringement issues, which can be resolved efficiently within half a day. Since different countries and sites have different policies on brand protection, it is recommended that sellers fully understand in advance, and Establish awareness of brand protection in the course of daily operations, and take prompt action after discovery of infringement to minimize the impact of infringement.”

——Wantdo commuter outdoor brand leader

Brand protection, go all out

In China, Amazon's global store business also provides continuous seller education and training to enhance sellers' brand protection awareness and related skills. Sellers can understand and learn about Amazon brand protection tools through multiple channels such as Seller Platform, Seller Encyclopedia (formerly Seller University), Amazon Global Store Opening Official Website, official WeChat public account and service account, Douyin account, official live broadcast, etc., different countries and regions Relevant regulations and policies, Amazon's relevant policies, daily operations and compliance knowledge, so as to avoid operational risks.

Actively promoting the improvement and development of cross-border e-commerce brand protection rules, Amazon has been on the way.