How Amazon is causing us to drown in trademarks.
Credit... Illustration by The New York Times knitted vest
Maybe it’s cold, and you need some winter gloves. You know the brand of your favorite coat and remember who made your warmest sweater. Gloves, however, have always just been gloves, purchased without too much thought. So you open up Amazon and search: “winter gloves.”
On the first page you might see a brand you’ve heard of before, like Carhartt, whose W.P. Waterproof Insulated Glove, priced in my search at $24.37, has been positively reviewed thousands of times. Scroll a bit further and you might find the venerable Isotoner offering another popular basic glove.
Mostly, you’ll notice gloves from brands that, unless you’ve spent a lot of time searching for gloves on Amazon, you’ve never heard of. Brands that evoke nothing in particular, but which do so in capital letters. Brands that are neither translated nor Romanized nor transliterated from another language, and which may contain words, or names, that do not seem to refer to the products they sell. Brands like Pvendor, RIVMOUNT, FRETREE and MAJCF. Gloves emblazoned with names like Nertpow, SHSTFD, Joyoldelf, VBIGER and Bizzliz. Gloves with hundreds or even thousands of apparently positive reviews, available for very low prices, shipped quickly, for free, with Amazon Prime.
Gloves are just one example — there are at least hundreds of popular searches that will return similar results. White socks: JourNow, Formeu, COOVAN. iPhone cables: HOVAMP, Binecsies, BSTOEM. Sleep masks: MZOO, ZGGCD, PeNeede.
These “pseudo-brands,” as some Amazon sellers call them, represent a large and growing portion of the company’s business. These thousands of new product lines, launched onto Amazon by third party sellers with minimal conventional marketing, stocking the site with disparate categories of goods, many evaporating as quickly as they appeared, are challenging what it means to be a brand.
They’ve also helped overwhelm the United States Patent and Trademark Office, which, not unlike an Amazon shopper, has for years found itself mystified by pseudo-brands as it continues to approve them. Maybe they’re the future of shopping. They’re certainly part of the now.
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