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Brand Protection on E-commerce Business: QBPC and Amazon Online Meeting

Create Time:2020-08-25

QBPC and Amazon Global Brand Protection Team Hold Discussion Online

by Wang Yue

To enhance QBPC members’ understanding more about Amazon’s brand protection measures and address members’ concerns, QBPC and Amazon Online Exchange Meeting was successfully held on August 19, 2020.

 

Best Practices/Enforcement Committee Vice Chair Zhang Hongkai hosted the meeting. QBPC Chair Michael Ding made the opening remarks and looked forward to closer cooperation between QBPC members and Amazon in terms of online and offline brand protection through this exchange. QBPC Vice Chair Jack Chang, introduced the meeting background and said that this meeting would be a wonderful opportunity for QBPC members to communicate with Amazon's Global Brand Relations department and the newly established Counterfeit Crimes Unit.

 

Amazon Global Brand Relations Leader Kaleigh Miller emphasized that it was important for Amazon to cooperate with right holders to improve brand protection  and prevent counterfeit products in online stores. With the automated protections of proactively removing suspected counterfeit listings, the new team Counterfeit Crimes Unit has been established to bring civil or criminal litigation action against counterfeit productor. Cristina Posa, Leader of Counterfeit Crimes Unit, stressed that Amazon encouraged brands to work with them to develop cases and pursue counterfeiters at the source: pursuing offline investigation of a seller, fixing physical evidence, exchanging information of bad actors and jointly filing civil cases or referring cases to law enforcement.

 

Sumit Kapoor, Global Brand Relations Manager of Amazon APAC, gave brand protection presentation to introduce Amazon Brand Registry and the proactive measures. Once a right holder enrolls, Brand Registry will provide him with greater influence and control over the brand’s product listings on Amazon. And the powerful search tools can easily find content in different stores and report suspicious violations through a simple, guided workflow. The automated protections use information about the brand to proactively remove suspected infringing or inaccurate content and help brand owners protect and improve the brand experience. Sumit also introduced the Project Zero, Transparency and the global impact and progress of Amazon brand protection.