Benelux trademark now accepted for Amazon and brand registry

Many businesses sell products online through platforms such as Amazon and If a potential customer is looking for the product online, it is preferable that ends up with the right seller. But what if another company also sells these products under (almost) the same name? and Amazon have created special procedures to protect trademark owners. For example, to prevent consumers from receiving incorrect product information or ending up with the wrong seller. Companies can register their brand in the brand registry (Amazon) or partner platform (

However for the above mentioned protection it is required to have a valid trademark registration. Until recently, a Benelux trademark registration was not accepted. Fortunately, that has changed now. Amazon has recently adjusted its policy and now also recognizes claims based on Benelux registrations. now also allows a Benelux trademark registration.

Is this good news? Very much so, because a Benelux trademark registration can be had within a couple of days from filing, using the accelerated procedure!!!

Given the great importance of selling through online marketplaces, is it essential for companies to check that all brands are trademarked? If not yet so, protection via a Benelux registration is a cheap and fast option!


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MENTOS has been selling chewing gum under the name MENTOS PURE FRESH for several years. In order to protect her rights MENTOS has registered the following trademarks: the logo MENTOS PURE FRESH, the logo MENTOS PURE FRESH 3 and a figurative depiction of the word PURE. Defendant sells chewing gum under the trademark DENTYNE PURE and has registered its logo as a trademark. Infringement or not?