Melwani v. Amazon.com Inc

District Court, W.D. Washington·Decided August 25, 2022·No. 2:21-cv-01329·Unknown

Opinion

UNITED STATES DISTRICT COURT WESTERN DISTRICT OF WASHINGTON AT SEATTLE

PRAKASH MELWANI, CASE NO. C21-1329RSM Plaintiff, ORDER GRANTING IN PART v. DISMISS AMAZON.COM, INC., et al., Defendants. I. INTRODUCTION This matter comes before the Court on Defendant Amazon.com, Inc.’s Motion to Dismiss Plaintiff’s First Amended Complaint under Rule 12(b)(6). Dkt. #50. Plaintiff Prakash Melwani opposes and has filed a cross-motion for leave to amend his complaint a second time. Dkt. #54. For the reasons stated below, the Court GRANTS IN PART Amazon’s Motion and DENIES Plaintiff Melwani’s Motion. II. BACKGROUND For purposes of this Motion to Dismiss, the Court will accept all facts in the First Amended Complaint, Dkt. #49, as true. The Court will briefly summarize the relevant facts. Plaintiff Melwani is the individual owner of the Royal Silk trademark and manufactures and sells a wide variety of products using this trademark. Defendant Amazon.com is the well- known online retail giant. Royal Silk products have been sold on Amazon.com since 2006 and can be viewed at RoyalSilkUSA.com, an e-commerce site owned and operated by Royal Silk Direct, Inc. Plaintiff’s marks are enrolled in Amazon Brand Registry, a program designed by Amazon to allow brand owners “greater influence and control” over their product listings on Amazon.com as well as “to proactively provide brand protection by removing suspected infringing or inaccurate content.” Amazon Brand Registry provides a customized brand dashboard and other selling and marketing tools and guides to enable brand owners to protect their products. Royal Silk Direct maintains an authorized Royal Silk “storefront” on Amazon.com. Since 2006, Plaintiff has been “plagued” by third-party infringers of the Royal Silk marks across categories of goods at the Amazon marketplace. In the last two to three years, Plaintiff’s legal actions and notices have resulted in the removal of about 200 infringing listings from Amazon.com that were attributed to about 100 different unauthorized third-party sellers. Plaintiff alleges that Amazon’s Brand Registry has not offered proactive brand protection and that it has been “almost impossible” to remove any listing through Amazon’s Brand Registry. However, Amazon has “cooperated with Plaintiff in the removal of infringing listings… by providing Plaintiff with secondary means of reporting.” Plaintiff’s central allegation of wrongful conduct is that when customers use Amazon’s Search Box (the search bar at the top of its e-commerce website) to search for “Royal Silk,” results regularly include many products not manufactured by Plaintiff. These products are sold by other third-party sellers and Amazon itself. On August 19, 2020, Plaintiff searched for “Royal Silk” under all departments on Amazon.com, yielding 60 product listings, including “Sponsored” product listings—ads paid for by the seller. Of these sixty listings, 17 were for official Royal Silk products, 40 listings were totally unrelated to the query Royal Silk—of these 40, 8 were paid sponsored ads for sellers who purchased the keywords “Royal Silk” and 32 were for third party sellers who Plaintiff alleges “likely” purchased this keyword—the remaining 3 were third party infringers, unlawfully using or showing the words “Royal Silk” in their product listings. Absent from this August 19, 2020, search was any mention of the Royal Silk Store or any product listings for Royal Silk pocket squares or handkerchiefs, of which there are allegedly over 200 product listings. Plaintiff continued his examination of the website’s search feature, querying “Royal Silk” under the women’s department and the men’s department, with similarly frustrating results. On that same day, Plaintiff searched for “Royal Silk Store,” hoping to find a link to the authorized Royal Silk “storefront.” The website produced 5000 results; the first page had 62 product listings of which zero were Plaintiff’s merchandise. The second page had one. The third page had zero. Plaintiff alleges that the above search results, and more recent results, are “outright false or outright erroneous” as well as “false, deceptive and misleading in each case and likely to cause mistake or to deceive the public about the origin, sponsorship, connection, association, or affiliation of the third-party sellers to Plaintiff and its valid Royal Silk marks.” Dkt. #49 at 15. Plaintiff alleges that Amazon has misappropriated his trademark name by using the keyword “Royal Silk” on its webpage in various ways that: confuse the customer, “rob and thwart Plaintiff’s ability to exercise his right to quality and image control,” and ultimately allow Amazon to “unlawfully profit[] from its own brands’ targeted use of Plaintiff’s marks.” Id. at 18. Plaintiff alleges that Amazon sells the “Royal Silk” keyword to third party advertisers. Id. at 19. Tellingly, Plaintiff points to Amazon’s ability to avoid serving up infringers when it comes to keyword searches for its own products. As alleged, Amazon does not allow third- party sellers to bid on the keywords “Fire TV” or “Echo Show” or “Ring Doorbell,” products or services exclusively sold by Amazon. Id. at 18. The Amended Complaint has new facts about Defendant Bezos. Id. at 19–21. For example, Plaintiff alleges that “at some point, around 2015 or 2016, Amazon changed its search engine policy and stopped screening for trademarks,” and that “it is reasonable and likely that Mr. Bezos, the central corporate figure and the guiding spirit at Amazon, personally directed, controlled, ratified, endorsed and directly participated as the active, moving, conscious force in the Lanham Act and Unfair Competition wrongful actions that have injured Plaintiff.” Id. Plaintiff’s original Complaint brought causes of action for: trademark infringement and contributory trademark infringement under 15 U.S.C. § 1114(1)(a), false designation of origin under 15 U.S.C. § 1125(a)(1)(A), false advertising under 15 U.S.C. § 1125(a)(1)(B), trademark dilution and contributory dilution under 15 U.S.C. § 1125(c), trademark dilution under N.Y. General Business Law § 360-1, common law trademark infringement, and unfair competition under the common law of New York. Dkt. #1. Amazon moved to dismiss all of Plaintiff’s claims under Rule 12(b)(6). Dkt. #41. The Court granted that Motion in part with leave to amend. Dkt. #46. The Court did, however, dismiss with prejudice Plaintiff’s 15 U.S.C. § 1114(1)(a) trademark infringement claims. The Amended Complaint brings causes of action for false designation of origin under 15 U.S.C. § 1125(a)(1)(A), false advertising under 15 U.S.C. § 1125(a)(1)(B), breach of the implied covenant of good faith and fair dealing, trademark dilution under N.Y. General Business Law § 360-1, and unfair competition under the common law of New York. Dkt. #49. Plaintiff alleges these claims against both Defendants Amazon.com and CEO Jeff Bezos. A. Legal Standard under Rule 12(b)(6) In making a 12(b)(6) assessment, the court accepts all facts alleged in the complaint as true, and makes all inferences in the light most favorable to the non-moving party. Baker v. Riverside County Office of Educ., 584 F.3d 821<

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