American Eagle Outfitters has filed a lawsuit against Amazon, accusing the e-commerce giant of misleading consumers and infringing its trademarks related to the Aerie brand. (Image: Unsplash)
American Eagle Outfitters (OAS) has taken legal action against Amazonalleging that the e-commerce giant has infringed its trademarks related to Aerie and Offline by Aerie. The lawsuit, filed this week in federal court in Manhattan, accuses Amazon of intentionally misleading buyers. According to AEO, the company used aerie brandappear in paid ads and search results, directing customers to counterfeit products instead of genuine items. This move not only confuses consumers but also threatens the integrity of the Aerie brand.
Trademark misuse allegations
The lawsuit details how Amazon allegedly employed “egregious and unauthorized use” of the Aerie brand, misleading shoppers into believing that authentic Aerie products were available on its platform. The complaint claims that clicking on these deceptive links led customers to pages filled with “knockoffs and ‘duplications'” of Aerie products. American Eagle has maintained that it previously rejected Amazon’s request to sell Aerie products, wanting to maintain tight control over the brand identity and customer shopping experience.
Response and Legal Demands
American Eagle claims to have informed Amazon of the trademark infringement more than a month ago, but instead of addressing the issue, the e-commerce giant allegedly responded by relabeling misspelled products, such as “Aeries” and “Aries.” The lawsuit seeks an injunction to stop Amazon from further trademark violations, along with financial damages for the confusion and potential harm caused to the reputation of the Aerie brand.
Amazon’s history of counterfeiting problems
This is not the first time that Amazon has faced lawsuits of this type. The company has been criticized for years for counterfeiting products on its site. In 2016, Birkenstock pulled its products from Amazon, citing an increase in counterfeit items. That same year, Daimler AG sued Amazon for selling fake Mercedes-Benz wheels through a third-party seller.
Despite Amazon’s efforts to address counterfeiting issues, including criminal action against violators and developing tools to protect trademarks, complaints continue to arise.
Ongoing efforts to combat counterfeits
Despite Amazon’s efforts to address counterfeiting issues, including criminal action against violators and developing tools to protect trademarks, complaints continue to arise. The outcome of this latest lawsuit may shed light on the ongoing battle between established brands and e-commerce giants over brand rights and consumer trust.
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