Recently, Amazon Marketplace announced a significant policy change aimed at strengthening intellectual property protection for perfume products in the European Union and UK markets.

Amazon Marketplace is a platform that hosts millions of independent sellers, where consumers seek various products, with perfumes and beauty products being particularly popular. However, this open sales system has sparked considerable controversy, especially regarding product authenticity. Customers on the platform may sometimes be unclear about whether they are purchasing products from third-party sellers or directly from Amazon, leading to confusion about the source and quality of products.

According to a report by the BBC, Amazon has been accused of allowing the sale of counterfeit goods, especially in the perfume category. Some sellers offer products whose names, bottle designs, and trademarks closely resemble those of well-known brands, potentially misleading consumers.

In response to new EU regulations, Amazon has decided to update its intellectual property policy. The new policy explicitly prohibits the sale of any perfumes that reference, mimic, or replicate the scent of original brands, to enhance the protection of intellectual property for original brand manufacturers. Amazon stated that this move is intended to comply with EU trademark regulations and protect the intellectual property rights of original brand perfume manufacturers.

Under the new policy, if certain perfume products are found to be similar to original brands, Amazon will have the authority to disable the product listings. When a product is disabled, sellers will be notified and may appeal according to the regulations.

This policy change marks a significant shift in Amazon's approach to the perfume market in Europe and the UK. It may impact a large number of third-party sellers who specialize in "inspired" or similar perfumes. Many sellers who rely on imitation perfumes may need to adjust their business models or risk losing Amazon's vast customer base.

For consumers, this change may mean a reduction in the availability of cheaper designer perfume alternatives, which could limit market options. To some extent, this may help increase consumer trust in branded perfumes but could also result in disappointment for those seeking low-cost alternatives.

As this policy is implemented, it remains to be seen how it will impact Amazon's perfume market and whether Amazon will extend similar measures to other regions.