Amazon embroiled in trademark dispute over search omissions
Amazon has become embroiled in a trademark dispute with a high-end watchmaker after it complained that the retailer does not specify what products it does not stock in its search results.
Multi Time Machine expressed concern that Amazon’s results could sow confusion amongst potential customers as its MTM Special Ops military-style watches are not sold on the Amazon website.
If a customer searches for the distinctive watch they are shown the MTM Special Ops in a search field but no option to buy it – instead Amazon links to various competitors who have similar models for sale.
In its lawsuit MTM contends that this practice costs it business as customers migrate to alternative brands within Amazon rather than seek alternative sellers.
Adjudicating on the issue the 9th US Circuit Court of Appeals in San Francisco ruled in favour of the plaintiff, noting that other online retailers will display a message when a product is not in stock.