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ARTICLE · 26 OCTOBER 2015

Amazon Wins Ruling On Results For Searches On Brands It Doesn't Sell

Plaintiff MultiTime Machine (MTM) sells an expensive military-style watch known as the "MTM Special Ops," but doesn't sell it through Amazon.

United StatesIntellectual Property

On October 21, 2015, the Ninth Circuit ruled that online retailer Amazon does not violate the Lanham Act when, in response to a search for a brand it doesn't sell, it returns a results page that fails to disclose that fact and simply offers competing products sold under different brands. The decision in MultiTime Machine, Inc. v. Amazon.com, Inc. weakens the "initial interest confusion" doctrine in the Ninth Circuit and will likely be perceived as a significant victory for online retailers.

Plaintiff MultiTime Machine (MTM) sells an expensive military-style watch known as the "MTM Special Ops," but doesn't sell it through Amazon. When an Amazon customer types "mtm special ops" into the Amazon search box, the result is a list of other brands of military-style watches that Amazon sells. Meanwhile, "MTM Special Ops" remains visible within the search box and also in smaller type at the top of the page. Nothing on the page indicates that Amazon does not sell

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