Amazon backs down after asking fishmonger to remove ‘first day’ from ad



Amazon issued, and then withdrawn, a legal threat against a fishmonger for his use of the phrase “first day” to advertise fish, despite claims that sellers have used it for centuries.

Robin Moxon, owner of four shops and a fish den in London, received an email from lawyers acting on behalf of the online retail giant asking that references to the ‘day one’ boat fish be “Taken” from Moxon’s website to prevent buyers from making mistakes. for an Amazon offer.

Following the request to remove the wording, the street vendor said he telephoned lawyers for Morgan, Lewis & Bockius, and explained that the term had been used by fish vendors for “hundreds of years. “, a response that has since sparked an apology from Amazon and legal practice.

Amazon has registered “prime day” (which is its tagline for an annual two-day event of offers and deals for its Prime members) as a trademark.

But Mr Moxon said the “first day” catch was a “nice and neat little phrase” that fishmongers used to advertise they had top quality fish in stock – like turbot, catfish and sole. from Dover – purchased from trawlers that fish sustainably for no more than a year. day at a time.

Despite the online retailer’s setback, Mr Moxon, a Wandsworth resident, called Amazon’s attempt to stifle brand use “on day one” as “heavy,” and said the phrase had been popular among fishmongers before billionaire boss Jeff Bezos “was a reflection in his mother’s life. eye”.

“This phrase has been used by many people probably for hundreds of years, and I have used it regularly for 30 years.

This phrase was probably well used before Amazon existed in this country and before Jeff Bezos was a glint in his mother’s eyes.

“I have used it and will always use it, and I don’t see how it can affect his business. It was heavy and offensive,” Moxon said.

According to an email seen by PA, Amazon lawyers wrote to Moxon’s on June 21 – the start of its Prime Day sales – expressing “concern” that consumers were “very likely to think that a “Prime Day” sales / advertising event coinciding with Amazon sales Prime Day is offered in association with Amazon when it is not ”.

After a phone conversation with Mr Moxon, the company sent a second email later today apologizing “for any inconvenience” after “clarifying the root of the term” first day boat “in the context of the fishing industry “.

An Amazon spokesperson said: “This email was sent in error and we apologize for the inconvenience.”


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