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.

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