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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. He explains that such letters demand the recipient to stop certain actions, often related to rights violations concerning patents, trademarks, or copyrights. This can involve selling a product without proper rights, using a confusingly similar brand name, or using copyrighted material without permission. Wright emphasizes that these letters are not legal opinions, but rather communications from parties claiming rights. He advises viewers to investigate the sender's identity, determining if it is from the rights holder or the brand itself, as the basis for the response.