When Delay in Monitoring E-commerce Costs Big Money and Brand Equity
The Story: In one of India’s most significant IP rulings, the Delhi High Court in February 2025 ordered Amazon to pay $39 million (approx. ₹339 crore) in damages to Lifestyle Equities, owner of the “Beverly Hills Polo Club” (BHPC) brand.
What Went Wrong?
- Amazon continued to sell products featuring marks deceptively similar to BHPC through third-party sellers.
- Despite prior awareness, Amazon failed to take down the listings promptly.
- The court found Amazon directly liable for facilitating the sale of infringing goods.
Consequences:
- Massive brand dilution for BHPC due to substandard lookalike products sold at lower prices.
- Loss of consumer trust and perceived exclusivity.
- Legal damages totaling over ₹339 Cr — a strong statement from Indian courts.
Lessons for Brands:
- E-commerce infringement is no longer “third-party risk” — platforms can be held accountable.
- Delayed action magnifies the loss.
- Online brand protection must be as aggressive as offline.
Goldfinn CWS Insight: Goldfinn CWS offers real-time ecommerce surveillance across platforms like Amazon, Flipkart, and IndiaMART. Early detection means early takedown, safeguarding your brand reputation and revenue.