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In this video, attorney Robert Wright discusses how to respond to a cease and desist letter, which sellers on Amazon may encounter. These letters typically demand that the recipient stop certain actions, often related to patents, trademarks, or copyrights. Common issues involve selling products without rights, using confusingly similar brand names, or infringing on copyright material. Wright emphasizes that a cease and desist letter is not a legal opinion, but rather a communication from someone asserting their rights. The next step for recipients is to analyze the source of the letter to determine if it comes from the rights holder or brand in question.