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Not, that's not a typo. That's legit what is happening when my readers make the switch from their below-average Amazon advertising agency. I've seen this story time and time again, and it hurts my heart every single time people ignore what I say about this topic.

Here's the reality. 90% of Amazon ad agencies are trash. It's harsh, but it's reality, and I'm trying to save your business. Who you choose to manage your ads MATTERS.

At peak, I was spending over $1 million/year on Amazon ads. I chose wisely, and other sellers I knew did not. They got screwed.

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🚀 This Week's Amazon Hack: I Am a Victim of Trademark Bullying

In case you missed the news, Anthropic just went scorched earth on trademark infringers. Some really smart guys figured out a way to build third-party AI assistant bots and decided to call it "Claudbot." Not very bright. I saw this legal battle coming from a mile away. The creator pivoted quickly and changed the name of the app to Moltbot. Not the best name...

This story reminds me of my own battle with Under Armour.

I figured it was time to really unpack the whole mess so you can steer clear of the same headache...

Flash back to 2017. I was in full growth mode with one of my top-performing Amazon brands. We were in the leather accessories niche, and I’d poured serious effort into nailing the branding. The name was distinctive, memorable, and screamed premium quality—perfect for standing out in a sea of Chinese sellers.

Then BAM, the infamous email lands in my inbox. A formal cease-and-desist straight from Under Armour’s legal team, demanding I shut the whole brand down because my name included the word “armor,” which they claimed was way too close to their precious “Armour.”

Yeah… absurd, right?

They argued my registered trademark was infringing on theirs and insisted they needed to safeguard every possible future product category “just in case.” The kicker? They didn’t even compete in leather goods or anything remotely close.

Zero overlap.

Still, they came swinging. Life isn’t fair—we all know that.

Right then, I realized I was in deep trouble. I shot the email over to my trademark attorney immediately. You’re probably thinking, “Here comes the heroic lawyer moment where he crushes the giant.”

Nope.

Instead, he hits me with the reality check: “Under Armour has a well-earned reputation for trademark bullying.” Fantastic. After years of blood, sweat, and dollars building this thing, a corporate behemoth decides it’s time to bulldoze me.

Naturally, I wanted to push back hard. My attorney quickly brought me back to earth. Sure, I legally owned the mark, but Under Armour’s playbook was brutally simple: bury smaller players under endless legal bills until they wave the white flag. And let me tell you. Their body count is vast.

Praise God for straight-shooting lawyers. Rather than let ego drag me into a black-hole lawsuit, he advised sending Under Armour a calm, professional reply: I’d agree to rebrand gradually if they’d back off.

That’s exactly what happened. I came up with a stronger new name, built fresh branding around it, launched a new site, and methodically updated every Amazon listing over the next six months. They signed off on the plan, and we moved forward.

Funny thing, the replacement name turned out way better. It leaned into my Texas roots and the whole leather heritage vibe, creating a much tighter, more authentic brand story.

So why drag this skeleton out of the closet now?

Simple: I want you to learn from my expensive mistake before it happens to you.

Key lesson: When picking a brand name, play it ultra-safe. Go for something completely original that stands zero chance of bumping into a giant’s trademark radar. Don’t flirt with similarity to any massive, well-funded brand, even if it feels like a stretch.

Doing proper trademark searches is table stakes, but go beyond that. Use common sense and gut-check: Could this name ever catch the eye of a bully corporation with deep pockets? If there’s even a whiff of risk, walk away.

Fair? Heck no. Reality? 100% yes.

Look at how the Chinese brands handle it—they’re masters at this game. Equsupro, Asakuki, Levitikitiki… made-up, totally unique, zero risk of stepping on anyone’s toes.

Sometimes the smartest move as a brand builder is to work the system instead of fighting it head-on.

And yeah, people still ask: “Jon, you still salty about it?” Nah, not really. That brand ended up doing millions in sales on Amazon anyway. In hindsight, getting forced to rebrand was honestly a disguised upgrade. Sometimes, a huge pain in the butt is a huge unexpected blessing.

I'm officially over it and now purchase their products...

Please learn from my experience and those of many others in the e-commerce space. Prioritize your trademark research before going all in on your brand. Do not rely on your lawyer. Play it safe and come up with something unique.

I can't believe I'm saying this, but do exactly what the Chinese do.

🔥 Hot Amazon Seller News: Major Alert for Supplement Sellers

I don't mean to frighten you, but I kind of do. If you have been a little naughty on Amazon and well, stretched the truth on your listings... yeah, those days are numbered.

As of March 31, 2026, Amazon will make it a requirement for your supplements to have ingredient claims MATCHING your supplement facts panel.

Who's affected the most? You guessed it. The "proprietary blend bros." You know who you are.

Say goodbye to saying your product has 1,000 mg of Elderberry extract when in reality, your bottle shows just 100mg "from 1,000mg extract.

Basically, no more funny business. Refuse to comply, and your entire listing gets shut down. And guess who will be enforcing this? You guessed it again, their AI tools. There will be nowhere to hide.

If you have been inflating your ingredient weight claims, it's time to update everything and get kosher. Your listing must match your bottle word for word.

Yes, that means everything. Your title, bullets, and images must match the physical bottle.

And if you think you can still cheat, may the force be with you, because Amazon will also require third-party testing for your supplements from vetted labs.

Your black hat competitors will be in absolute shambles.

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P.S.

I have a great LinkedIn poll running right now about where to expand next after Amazon, and I would love your vote!

​

Jon Elder

​Say hi on X or LinkedIn​

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🙋‍♂️ Whenever You Are Ready

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