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Robert Wright, a private label law attorney, discusses how to respond to a cease and desist letter, a document encountered by Amazon sellers. Such letters typically require you to stop selling a product or using a brand name that infringes on someone's patent, trademark, or copyright. They can arise from claims of unauthorized product sales, brand name confusion, or copyright infringement. Wright emphasizes that these letters are not legal opinions but merely communications. The next important step is to analyze the sender of the letter, determining whether it is from the rights holder or the brand itself.