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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. Such letters demand that you stop certain actions, often related to patent, trademark, or copyright infringement. They may claim that you're selling a product without the rights or using a brand name that's confusingly similar to another brand. Wright emphasizes that these letters are not legal opinions but mere communications from individuals or entities. The next crucial step is to determine the identity of the sender, which could be the rights holder or brand itself.