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

Create Time:2020-08-25

The intellectual property rights protection on e-commerce platforms has always been a hot issue of concern to the Quality Brands Protection Committee of China Association of Enterprises with Foreign Investment (referred to as QBPC) and QBPC member enterprises. It is inseparable from the effective cooperation between the e-commerce platform and the right holders to combat counterfeiting, safeguard the rights and interests of intellectual property rights holders and consumers in accordance with the law. 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 Mr. Hongkai Zhang hosted the meeting. QBPC Chair Mr. Michael Ding made the opening remark and looked forward to the closer cooperation between QBPC members and Amazon in terms of online and offline brand protection through this exchange. QBPC Vice Chair Mr. 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 Lead Ms. Kaleigh Miller addressed it important for them to cooperate with right holders to improve brand protection works and prevent counterfeit product 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. Ms. Cristina Posa, Lead of Counterfeit Crimes Unit and Associate General Counsel, 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.

Mr. 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 give 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 suspected 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.


More than seventy representatives from QBPC member companies attended this online meeting. Representatives from Dyson, L Brands, TWE, Sanofi, SD-3C, Wahl and other member companies asked specific questions about the online system process, offline cooperation contact and brand protection problem with industry characteristics, and received feedbacks from the Amazon representatives.