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Robert Wright, a private label law attorney, discusses how to respond to a cease and desist letter, a common occurrence for those selling on Amazon. Such letters demand that you cease specific actions, often related to intellectual property issues, like patent, trademark, or copyright infringements. They typically claim that you're selling a product without rights, using a confusingly similar brand name, or infringing on copyrighted material. Wright emphasizes that these letters are not legal opinions but merely communications from another party. The next crucial step is to identify the sender of the letter—whether it is from the rights holder or the brand itself.