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In this video, Robert Wright, a private label law attorney, discusses how to respond to a cease and desist letter, which sellers on Amazon may encounter at some point. Such letters demand that the recipient stop certain activities, typically related to patent, trademark, or copyright issues. The letter usually claims unauthorized selling of a product, misuse of a brand name, or infringement of copyrighted material. Wright emphasizes that cease and desist letters are not legal opinions but merely communications from individuals or companies. The next crucial step is to analyze the source of the letter, determining whether it is from a rights holder or the brand itself.