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In this tutorial, Robert Wright, a private label law attorney, discusses how to respond to a cease and desist letter, a common occurrence for Amazon sellers. Such letters demand that you cease certain activities, often related to patents, trademarks, or copyrights. They typically claim that you are selling a product without rights, using a confusingly similar brand name, or infringing on copyrighted material. Wright emphasizes that cease and desist letters are not legal opinions, but rather communications from individuals or entities. The first step in responding is to identify the sender, determining whether it is from the rights holder or the brand itself.