{"id":30024,"date":"2025-12-04T09:00:00","date_gmt":"2025-12-04T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=30024"},"modified":"2026-03-08T00:32:37","modified_gmt":"2026-03-07T22:32:37","slug":"amazon-smile-prevails","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/amazon-smile-prevails\/","title":{"rendered":"Amazon Smile prevails"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"3fbb8d\" data-has-transparency=\"false\" style=\"--dominant-color: #3fbb8d;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-30020 size-large not-transparent\" alt=\"Amazon Smile setzt sich durch, Markenrecht, EUIPO, bekannte Marke\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Amazo-Smile-setzt-sich-durch-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Amazo-Smile-setzt-sich-durch-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Amazo-Smile-setzt-sich-durch-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Amazo-Smile-setzt-sich-durch-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Amazo-Smile-setzt-sich-durch-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Amazo-Smile-setzt-sich-durch-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_4a7d251891fd9517be5933560160c6a3\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Amazon Smile<\/span><\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">prevails against<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-90157b0874046edf82e9e40aa4a8c221\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Gruboo.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-12-04T09:00:00+02:00\">4. December 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Is a young retail company allowed to use a smiling arrow that is strongly reminiscent of the well-known Amazon smile? Or is this already an impermissible image transfer?   <\/strong>The Opposition Division of the EUIPO has now clearly answered these questions.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-amazon-smile-vs-gruboo\">Amazon Smile vs. Gruboo<\/h2>\n\n<p>What initially appears to be a typical trademark dispute between a global platform provider and a smaller retailer turns out on closer inspection to be an impressive demonstration of the reach of trademarks with a strong reputation. Amazon successfully took action against Gruboo&#8217;s EU trademark application.   <\/p>\n\n<p>The following trademarks faced each other:<\/p>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/euipo.europa.eu\/copla\/image\/CJ4JX4FZVCC523YA2TMALSKFLEWTEV23B62QGAQWSRIB6DG6TOAFFKB3YKVZUAU5XYTXX6UL5H646\" alt=\"\" style=\"width:290px;height:auto\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/encrypted-tbn0.gstatic.com\/images?q=tbn:ANd9GcRAMo2vwItqA-C-Xkn5e645lr8MIKOt3ON8-w&amp;s\" alt=\"\" style=\"width:368px;height:auto\" \/><\/figure>\n<\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-hintergrund-bekannte-marke\">Background: Well-known trademark<\/h2>\n\n<p>Amazon&#8217;s older trademark, consisting of the well-known lettering and the curved arrow typical of the brand, has enjoyed an extremely strong presence in European online retail for many years. This is particularly evident in the digital book trade, where Amazon has played a market-shaping role since the end of the 1990s. It was precisely this reputation that the company relied on in its opposition &#8211; and the evidence convinced the Office: media reports, rankings and documented intensive use were sufficient for the EUIPO to assume a strong reputation in the internal market. Unsurprisingly, the Office rejects reputation in the UK &#8211; Brexit makes it necessary.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-entscheidung-des-euipo\">Decision of the EUIPO<\/h2>\n\n<p>On the merits, the Opposition Division follows the  <a href=\"https:\/\/euipo.europa.eu\/eSearchCLW\/#key\/trademark\/OPP_20251202_003224885_019035887\">Decision of 02.12.2025 &#8211; Ref. B 3 224 885 <\/a> a classic but consistently applied grid. The word elements &#8220;amazon&#8221; and &#8220;GRUBOO&#8221; are clearly different; phonetically, the two have nothing to do with each other. Nevertheless, the Office sees a relevant visual proximity because both signs have the same graphic core: a smiling arrow drawn to the right, which characterizes the overall image. It is precisely this element, which has been perceived as an iconic component of Amazon for years, that appears again in a very similar form in the challenged sign.   <\/p>\n\n<p>This makes the next step almost inevitable: the public will &#8211; according to the office &#8211; create a mental link between the two signs. And this link is not without consequences. The Opposition Division assumes that Gruboo is &#8220;unfairly exploiting&#8221; the attractiveness and reputation of the Amazon trademark. The smile arrow gives the younger sign an undeserved image advantage that facilitates market penetration. This is precisely what EU trademark law is supposed to prevent. An in-depth examination of dilution or damage to reputation was therefore unnecessary.     <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-vorsicht-vor-beruhmten-marken\">Beware of famous trademarks<\/h2>\n\n<p>The case is a good reminder of how sensitive the protection of famous trademarks can be. There is no need for identical words or direct product overlaps. A single concise image element is enough to build a mental bridge &#8211; especially in the online retail environment, where product ranges are easily expanded. Anyone developing a logo should be aware of this: The more iconic the logo of a market leader, the less creative leeway is allowed.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>The decision makes it clear how far the scope of protection of well-known trademarks can extend if a distinctive graphic element is adopted. Even if there is only a slight similarity in the overall impression, a characteristic figurative element is sufficient to create a mental connection &#8211; and thus exceed the threshold for unfair exploitation of the reputation.   <\/p>\n\n\n\n<p>For companies, this means that the more well-known a trademark is, the more sensitively trademark law reacts to creative approaches. Anyone who takes up iconic image motifs quickly moves outside the permissible scope. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_b95bab7e8d9df4092697752159382db4\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Trademark application rejected due to similarity to Amazon Smile. EUIPO on the scope of protection for trademarks with a reputation. <\/p>\n","protected":false},"author":2,"featured_media":30023,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904,1],"tags":[5184,5382,5383],"thema":[4926,4895,4897],"rechtsgebiet":[4898],"produkt":[5001,4900,4901,5778],"class_list":["post-30024","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","category-unkategorisiert","tag-amazon-en","tag-famous-trademark","tag-well-known-trademark","thema-amazon-en","thema-marke-en","thema-markenformen-en","rechtsgebiet-markenrecht-en","produkt-advice-on-trademark-law","produkt-markenanmeldung-en","produkt-markenrecherche-en","produkt-successfully-combating-trademark-infringement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Trademark law: Amazon Smile prevails<\/title>\n<meta name=\"description\" content=\"Trademark application rejected due to similarity to Amazon Smile. 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