Trademark News & Screw-ups Amazon is trying to trademark the Echo’s blue rings

There are several notable things about this filing. First of all, it is now past examination stage as the application is being published for opposition purposes. So unless someone opposes, the trademark will be registered in due course. Secondly, Amazon had to overcome some serious objections raised by USPTO examiner to show that the blue rings function as a trademark, that is that they help the public identify the source of the product rather than being "loading wheels" common in the industry. While Amazon's whole response to the office action is well-written (which is why the trademark was eventually approved by the Trademarks Office), one argument deserves special attention. Amazon claimed that "loading wheels" used by others associate with "LACK of services and content" (that is, waiting for something to happen), while in Amazon's case, the rotating wheel actually symbolizes action that consumers would associate with Amazon's products. That was a very smart argument to make.

The video below features Andrei Mincov's commentary of this article.



Pick from the topics below or use our search system.

And make sure you subscribe to our YouTube channel for more free educational content.

Disclaimer: Please note that this post and this video are not and are not intended as legal advice. Your situation may be different from the facts assumed in this post or video. Your reading this post or watching this video does not create a lawyer-client relationship between you and Trademark Factory International Inc., and you should not rely on this post or this video as the only source of information to make important decisions about your intellectual property.