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In this video, attorney Robert Wright discusses how to respond to a cease and desist letter, which often impacts Amazon sellers. He explains that such letters demand that the recipient stop a specific activity, typically involving claims related to patents, trademarks, or copyrights. These letters can arise when someone alleges that you are selling a product without the proper rights, using a confusingly similar brand name, or infringing on copyrighted material. Wright emphasizes that a cease and desist letter is not a legal opinion but simply a communication from another party. He advises analyzing the sender to determine if it is from the rights holder or the brand itself.