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In this video, attorney Robert Wright discusses how to respond to a cease and desist letter, a common occurrence for Amazon sellers. Such letters demand that you stop certain activities, often related to intellectual property issues like patents, trademarks, or copyrights. They typically claim you are selling a product without proper rights, using a confusingly similar brand name, or infringing on copyrighted material. Wright emphasizes that these letters are not legal opinions but mere communications from another party. The next step is to analyze the sender of the letter, determining if it is from the rights holder or the brand itself.