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In this video, attorney Robert Wright discusses how to respond to a cease and desist letter typically received by sellers on Amazon. He explains that such letters demand the recipient to stop certain actions, often relating to patents, trademarks, or copyrights. This usually occurs when a seller is accused of selling a product without proper rights, using a confusingly similar brand name, or infringing on copyrighted material. Wright emphasizes that these letters are merely communications and not legal opinions. The next step is to identify the sender of the letter, determining whether it’s from the rights holder or the brand itself.