, Inc. (NASDAQ:AMZN) To Face Trial For ‘Confusing’ Similar Products in Search Results

667, Inc. (NASDAQ:AMZN) has been slapped in the face with a lawsuit filed by a watchmaker who claims that the online search results can lead to customer confusion.

The U.S. Court of Appeals for the Ninth Circuit in San Francisco ruled in favor of the watchmaker. The company claims that Amazon’s search results are confusing customers. The San Francisco courts gave a 2-1 opinion that gave the watch company, Multi Time Machine Inc., the right to take Amazon to trial based on its trademark accusations, thus overruling the lower court decision.

MTM claimed that the Amazon search results for “MTN Special Ops” showed similar watches with military style from other competing rivals. Also, the online retail firm did not clarify that it does not MTM products. The search results are thus programmed to be in the company’s favor whether the product is stocked or not. In this CASE, MTM does not stalk such products. Therefore, the website should have shown no results after the search.

In defense of, Inc. (NASDAQ:AMZN), the search results might have just shown alternative products that the users might like. Judge Barry Silverman supported this claim with a statement that the likelihood for regular Amazon shoppers to get confused by the source of the product is very low. Therefore, such search results would not mislead them.

Non-regular Amazon shoppers or those who are relatively new to the platform might be subject to the issue, however, that has not been clearly addressed. Amazon claims that it did not indicate that the watches shown in the results were made by MTM. The search results show watches from other companies, and this has been the major reason for the splitting of the judicial decisions.

The lawsuit against Amazon will return to the District Court in Los Angeles after the decision of the Federal appeals court. This case is not the first of its kind. Amazon previously faced a similar lawsuit from a cosmetics firm called Lush.

This report is for information purposes only, and is neither a solicitation or recommendation to buy nor an offer to sell securities. Financials Trend is not-a-registered-investment-advisor. Financials Trend is not a broker-dealer. Information, opinions and analysis contained herein are based on sources believed to be reliable, but no representation, expressed or implied, is made as to its accuracy, completeness or correctness. The opinions contained herein reflect our current judgment and are subject to change without notice. Financials Trend accepts no liability for any losses arising from an investor's reliance on the use of this material. Financials Trend sometimes gets compensated up to one hundred and fifty thousand dollars per month for featuring particular stocks. See site disclaimer for complete compensation. Financials Trend and its affiliates or officers currently hold no shares of these stocks. Financials Trend and its affiliates or officers will purchase and sell shares of common stock of these stocks, in the open market at any time without notice. Financials Trend will not update its purchases and sales of these stocks in any future postings on Financials Trend's websites. Certain information included herein is forward-looking within the context of the Private Securities Litigation Reform Act of 1995, including, but not limited to, statements concerning manufacturing, marketing, growth, and expansion. The words "may", "would," "will," "expect," "estimate," "anticipate," "believe," "intend," " project," and similar expressions and variations thereof are intended to identify for ward-looking statements. Such forward- looking information involves important risks and uncertainties that could affect actual results and cause them to differ materially from expectations expressed herein. *Financials Trend does not set price targets on securities. Never invest into a stock discussed on this web site or in this email alert unless you can afford to lose your entire investment.