Amazon.com, the Seattle, WA based online retailer is taking steps to get ahead, and it seems to be intended just in time for the 2017 holiday shopping season. This year, Amazon rolled out its new “Amazon Brand Registry” (ABR), which is an attempt by Amazon to work with registered trademark owners in order to safeguard and protect the customer experience on Amazon’s site. Amazon is encouraging those with registered live trademarks to enroll in the ABR, which would give participants access to powerful tools to help identify and combat the unlawful use of their trademarks / brands on Amazon.com’s main website, as well as its affiliates.
Additionally, Amazon was granted a patent on November 7 which looks like Amazon is trying to redefine how consumers look at gift cards. The patent, which was originally filed on March 31, 2011, is a system that allows an individual giving a gift to set forth specific rules for an online gift (including what is an acceptable price range or product type) that the gift recipient’s eventual order must satisfy in order to be completed. The realistic pros and cons of such a technology aside, this could make gift giving both flexible and stress-free on the part of the gifting individual. Amazon has also just been granted over 40 more patents for various other technologies.
Finally, Amazon has registered several domain names for Amazon Harmony, which is what Amazon used to refer to its new integrated system in conjunction with the Logitech Harmony Hub. The company has registered Amazon Harmony and a number of variations and extensions of the name. Amazon Harmony is a system in which, when merged with Amazon’s Echo or Alexa, gives you the ability to control your entire home entertainment system with only your voice.
Amazon is a rapidly growing power in the world of commerce. Its Chief Executive Officer (CEO), Jeff Bezos, is currently the richest person in the world with a net worth of $90.6 billion, just barely surpassing Microsoft cofounder Bill Gates’ estimated net worth of $90.1 billion. The company itself is valued to be worth more than America’s eight largest retailers combined, which are: Best Buy Macy’s, Target, JCPenney, Nordstrom, Walmart, Kohl’s, and Sears.