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Robert Wright, a private label law attorney, discusses how to respond to a cease and desist letter, which sellers on Amazon are likely to encounter. This letter demands cessation of certain activities, typically involving claims related to patents, trademarks, or copyrights, such as selling unauthorized products or using confusing brand names. Wright emphasizes that a cease and desist letter is not a legal opinion but merely a communication from someone asserting their rights. He advises that the next step is to identify the sender, determining whether it is from the rights holder or the brand itself, to guide the appropriate response.