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In this video, attorney Robert Wright discusses how to respond to a cease and desist letter, which is a common occurrence for Amazon sellers. A cease and desist letter is a demand to stop certain actions, often relating to patents, trademarks, or copyrights. These letters typically allege that the recipient is selling unauthorized products, using a confusingly similar brand name, or infringing on copyrighted material. Wright emphasizes that such letters are not legal opinions but merely communications from individuals or entities. The next step is to identify the sender, determining whether it is from the rights holder or the brand involved.