Is It Safe to Use the Same Trademark on Amazon's Different Stores?

Is it Safe for Different Amazon Stores to Use the Same Trademark?

In today's e-commerce landscape, Amazon, one of the largest online retail platforms in the world, has attracted countless merchants to join. For many small and medium-sized enterprises or individual sellers, opening multiple stores on Amazon is a common strategy. However, when these stores use the same trademark, is it really safe? This issue involves multiple aspects such as intellectual property protection, brand management, and market competition.

Firstly, from a legal perspective, trademarks are important intangible assets for businesses, used to identify the source of goods or services and distinguish competitors. If the same trademark is used by different stores, it may cause consumer confusion and even constitute an infringement. For example, in 2025, a well-known sports brand once faced complaints because several subsidiaries were selling similar products on the same platform, and some consumers could not accurately determine the true origin of the products. Even if all stores belong to the same parent company, it is recommended to register separate trademarks for each independent store to ensure clear brand ownership relationships.

Secondly, from a market operation perspective, while a unified trademark can strengthen brand image, it also increases risk exposure. Once a store suffers negative reviews due to product quality issues or other reasons, the entire brand's reputation may be affected. According to relevant investigations, in recent years, there have been numerous cases where parent brands have been damaged due to improper operations by third-party sellers. To avoid this, companies should strengthen monitoring of each store's operational status and establish strict quality control standards.

It is worth noting that Amazon itself has a set of rules and systems regarding the repeated use of the same trademark. According to its latest policy guidelines, the platform encourages merchants to apply for exclusive trademark certification through the brand registration program to enjoy more rights such as search optimization and counterfeiting protection. At the same time, for accounts that fail to operate according to regulations, Amazon reserves the right to take measures, including but not limited to warnings, suspensions, and permanent bans. If merchants want to carry out business activities stably in the long term, they must fully understand and comply with these regulations.

Of course, this does not mean that it is completely impossible to use the same trademark on the same platform. In fact, many successful multinational companies have achieved resource sharing and maximum efficiency through reasonable planning. The key lies in how to balance internal collaboration with external competition. For example, sub-brand naming can be considered, maintaining overall image consistency while giving each branch unique personality traits; or using geographical indications to further segment target markets.

In summary, whether different Amazon stores can use the same trademark depends on various factors, including but not limited to legal and regulatory requirements, actual operational needs, and long-term development plans. As operators, we need to comprehensively consider the pros and cons of all aspects before making a decision. After all, only legal and compliant choices that meet our own interests can truly ensure the healthy development of the enterprise.