The United States Patent & Trademark Office is being swamped by trademark applications (about 900,000/year, or 3x the level 20 years ago). Many of these applications are solely concerned with getting trademarks for Amazon sellers … and not just because of Amazon’s hundreds of millions of customers. Amazon’s own policies have a lot to do with it.
How so? Amazon incentivizes sellers and manufacturers to trademark their brands to join Amazon Brand Registry, which not only grants IP protection but also unlocks special marketing powers including Amazon stores, analytics, special advertising programs, and more.
Many of the brands flooding USPTO for trademark requests are Amazon sellers from China.
Most of the Amazon brands are filing trademark applications to take advantage of Amazon Brand Registry marketing programs, and do it by following the law (even if the brands seem a little odd, like SDITLF or MUWRIL). But some FBA sellers are breaking the rules, aided by sketchy lawyers and overwhelmed USPTO staff. There was a case earlier this year in which someone from China registered GENERIC as a trademark … and promptly kicked off thousands of sellers selling generic items on Amazon.
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