Amazon releases the trend of cross-border intellectual property protection for Chinese sellers

With the arrival of the 22nd World Intellectual Property Day on April 26 , Amazon released the latest trends in brand building and cross-border intellectual property protection for Chinese sellers, and shared Amazon's strategies and practices in promoting intellectual property protection in export cross-border e-commerce. It called on industry-related institutions, law enforcement agencies, and Chinese sellers and brands to work together to enhance awareness of brand building and intellectual property protection in the export cross-border e-commerce industry, and jointly promote the compliance, health, and sustainable development of China's export cross-border e-commerce industry.

According to a 2021 seller survey conducted by Amazon Global Selling in China , Chinese sellers on Amazon have significantly improved their awareness of brand building and cross-border intellectual property protection for exports. 93% of Chinese sellers said that it is very important to build a brand on Amazon's global site , and 75 % of Chinese sellers are confident in creating and enhancing their brands on Amazon. At the same time, Amazon data shows that the number of Chinese sellers who have completed brand registration on Amazon has increased 40 times in the past four years . Not only that, Chinese sellers have also shown a stronger sense of brand priority. In 2021 , the time it takes for Chinese sellers to complete brand registration from entering Amazon has been shortened by an average of 40% . In addition, Chinese sellers are paying more and more attention to the multi-site layout of brands. 14% of Chinese brands on Amazon already have registered trademarks in more than 5 countries or regions .

As China's cross-border e-commerce exports enter a new stage of "brands going global", cross-border intellectual property protection has increasingly become an important issue facing Chinese brands going global. In the past two years, the government work reports have clearly emphasized the importance of brand innovation and cross-border e-commerce intellectual property protection, and China's cross-border e-commerce intellectual property protection policies have been continuously strengthened to protect Chinese brands from "going global". However, due to different laws, cultures and business practices in different countries, Chinese foreign trade companies will face different challenges in cross-border intellectual property protection.

Amazon is committed to improving sellers' awareness and ability of compliance operations and promoting the development of intellectual property protection in the export cross-border e-commerce industry through powerful brand protection tools, continuous seller education and training, and joint efforts with relevant law enforcement agencies to combat counterfeiting and infringement.

Powerful brand protection tools to safeguard brands: After sellers complete brand registration (Brand Registry) on Amazon , Amazon will use the information provided by the brand and advanced machine learning technology to proactively monitor, identify and remove potential bad product information before infringement occurs. In 2020 , Amazon monitored more than 5 billion attempts to modify product detail pages every day ; sellers can also choose to join the Transparency Transparency Program and obtain a unique Transparency code for their products to prevent counterfeiting; the Report a Violation tool helps brands report potential infringements, and Project Zero gives brands the power to remove counterfeit goods by themselves to effectively protect their brands.

Continuous seller education and training to enhance sellers’ compliance awareness: In China, Amazon’s global store business continues to provide sellers with training on brand building and protection . Sellers can learn about relevant laws and regulations in different countries and regions , Amazon’s relevant policies, daily operations and compliance knowledge through multiple channels such as the Seller Platform, Seller University, Amazon Global Store’s official WeChat public account and service account, Douyin account, official live broadcast, etc. , to enhance sellers’ awareness of intellectual property protection and avoid operational risks.

Jointly cooperate with law enforcement agencies to combat infringement and build a healthy business environment: Amazon cooperates with relevant law enforcement agencies and industry associations to actively promote the improvement and development of cross-border e-commerce intellectual property protection rules. Through the global anti-counterfeiting team, Amazon cooperates with brands and law enforcement agencies around the world to collect rich information on intellectual property and products to monitor, investigate and remove counterfeit and infringing products sold on Amazon, and share confirmed counterfeit sellers with relevant law enforcement agencies to combat counterfeiting and other crimes, thereby creating a healthy business environment and a trustworthy shopping experience for consumers.

On Amazon, Chinese sellers and brands have made significant progress in cross-border intellectual property protection . For example, Orolay, TORRAS, Dreame Technology, Wantdo and other brands have achieved remarkable results. Among them, Dreame Technology completed the brand registration of 8 Amazon sites within 1 year, and attached great importance to intellectual property protection. As of March 2022, Dreame Technology has applied for a total of 2,262 patents worldwide, including 775 invention patent applications and 142 PCT applications. A total of 1,194 authorized patents have been obtained. Among Amazon's brand protection tools, the Report a Violation tool is very convenient and efficient. In the past year, the brand has also added 23 products to the Transparency program to protect the brand and prevent counterfeits from the source.

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