Amazon Expands Its Brand Arsenal While Moving to Guard It
Nov/28/2025
Amazon’s latest trademark maneuvering illustrates the company’s dual strategy of relentless brand extension and aggressive brand protection. On November 25, the tech giant sought registration for 'LEO', a stylized mark slated for an array of consumer goods ranging from stationery and luggage to embroidered patches and novelty pins—products well suited to Amazon’s sprawling retail ecosystem. Barely a day later, it turned defensive, filing an opposition against 'Amazon Air Duct Cleaning', arguing the name strayed too close to its well-established suite of marks such as 'Amazon', 'Amazon Echo', and 'Amazon Commercial'. These moves come as Amazon’s financial momentum remains formidable: 2024 revenue surged to nearly $638 billion, powered by the company’s dominance in online retail, its thriving marketplace services, and AWS’s enduring centrality in global cloud infrastructure. With North America generating more than half its income, Amazon continues to reinforce both its commercial empire and the linguistic boundaries of its brand—ensuring that, in the marketplace and the trademark register alike, few can borrow its name without a challenge.
