A trademark attorney is challenging the practices of the Amazon Brand Registry in a lawsuit against the online retail giant in Brooklyn federal court, arguing that the registry exposed him to “unnecessary reputational harm.”

Weitao Chen, an attorney at Faan Law Firm, brought a defamation claim against Amazon in July. He argued that the Amazon Brand Registry, which allows applicants to register their intellectual property with Amazon and make use of the company’s anti-counterfeit technology, employs a “tragically flawed investigative procedure” to assess attorneys involved in registrations on the platform.

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