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In this video, attorney Robert Wright discusses how to respond to a cease and desist letter, which often occurs for Amazon sellers. Such letters demand the recipient to stop certain actions, typically related to patents, trademarks, and copyrights. They may allege unauthorized selling of a product, misuse of a brand name, or infringement of copyrighted material. Wright emphasizes that these letters are not legal opinions but rather communications from an individual or entity. The next step is to determine the sender's identity, specifically whether it is from the rights holder or the brand itself, which is vital for formulating an appropriate response.