Many companies sell their products via platforms such as Amazon and Bol.com. In July 2020 Amazon has made it possible to rely on a Benelux trademark registration in order to be eligible for Amazon’s brand registration. This was not previously the case. As a result, it is no longer necessary to have a US registration in order to gain access to Amazon’s fire registration. This is now also possible at Bol.com.
Brandregistry with Amazon and Bol.com is necessary to prevent the so-called hijackers: sellers who offer their products under the unique EAN code of another product. These hijackers investigate which products do well on Amazon, investigate whether they can buy a look-a-like product somewhere and then offer it under the EAN number of the real seller. Of course, the product is then offered at a lower selling price than that of the real seller (= trademark owner), giving them the so-called buy box (buy button) and almost all sales go to them.
This not only resulted in a reduction in turnover and profit, but also in damage to their image and trademark. After all, there were many complaints and customers published bad reviews as they received products of inferior quality from the hijacker. Now, however, as a Benelux trademark owner, one can counteract these practices by registering the Benelux trademark with Amazon and Bol.com! That is one more reason to register your trademark in the Benelux.
