Inside Amazon: Strategies to Foster Customer Trust

Published: October 8, 2019

Brand & New

Internet Explorer users, please open this podcast episode in Spotify here: Inside Amazon: Strategies to Foster Customer Trust



Dana Northcott Vice President and Associate General Counsel, Intellectual Property,, Inc. Seattle, Washington, USA

What can’t you find on Amazon? As the most global retail store ever, Amazon has become a unique platform where customers can literally find any product they wish and sellers have concomitantly found a marketplace broader than anything they used to operate on. Unsurprisingly, Amazon’s commercial success has led to an increased risk of counterfeit products being sold on its platform. How does the platform protect brands to maintain customer trust? What are the proactive and reactive steps taken by Amazon to limit this risk? In this episode, we discuss the platform’s anti-infringement strategy with Dana Northcott, Vice President and Associate General Counsel, Intellectual Property, who has been with, Inc., Seattle, Washington, for over 12 years. Among her attributes, she is notably in charge of designing the company’s intellectual property platform policy and implementing it globally over all its business lines.

Related Resources

To go further:

About Dana Northcott

Also of interest:
Amazon Brand Registry

Amazon Project Zero

INTA study: Addressing the Sale of Counterfeits on the Internet

INTA study: Gen Z Insights: Brands and Counterfeit Products

INTA study: The Economic Impacts of Counterfeiting and Piracy

INTA 2018 Daily News: articles on counterfeiting

On-Demand Recording: Anticounterfeiting Resources: Recordation Tools for Brand Owners

About Brand & New

Brand & New podcasts from the International Trademark Association

Host Audrey Dauvet discusses compelling business and legal topics relating to intellectual property, innovation, technology, and change with an international roster of influential experts and industry visionaries.

Brand & New guests contribute to this podcast in their personal capacity, and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or our members.

See Details