Amazon Balances Bold Entertainment Move With Legal Headwinds
Sep/03/2025
On August 30, Amazon Technologies filed a U.S. trademark for the unusually titled 'The Borderline Between Friends with Benefits and Lovers', covering a wide spectrum of entertainment services, from television programming and video-on-demand platforms to comic books, blogs, and digital publications. The filing underscores Amazon’s ambition to deepen its footprint in original content across multiple media. Yet the creative expansion coincides with a serious legal challenge: a Seattle federal judge has certified a nationwide antitrust class action involving 288 million U.S. consumers, one of the largest in American history. Plaintiffs accuse Amazon of inflating prices by barring third-party sellers from offering lower prices on rival platforms, allegedly passing inflated fees onto customers. While Amazon has denied wrongdoing and appealed the ruling, the juxtaposition of experimental branding in entertainment with potentially costly litigation highlights the company’s dual identity as both cultural innovator and antitrust target.
