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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 specific actions, usually related to alleged violations of patents, trademarks, or copyrights. Common issues include selling products without rights, using confusingly similar brand names, or infringing copyrighted material. Wright emphasizes that a cease and desist letter is simply a communication, not a legal judgment. He advises the next step is to determine the sender's identity, specifically whether it comes from the rights holder or the brand itself.