Amazon challenges Rs 340 crore trademark infringement ruling in 'Beverly Hills Polo Club' dispute

The outcome of the May 7 hearing in Amazon’s trademark dispute may reshape digital IP enforcement in India, potentially impacting how e-commerce platforms handle brand rights and influencing Amazon’s operational strategy moving forward

Amazon Technologies has moved the Delhi High Court to challenge a single judge's ruling that ordered the company to pay Rs 340 crore in damages to Lifestyle Equities C.V. and Lifestyle Licensing B.V. for infringing on their trademark, ‘Beverly Hills Polo Club.’ The US e-commerce giant filed an appeal before a division bench of the Delhi High Court on May 2, seeking to overturn the decision. The division bench, led by Justice Hari Shankar, has posted the matter for further hearing on May 7.

The dispute revolves around allegations from Lifestyle Equities, the owner of the luxury brand, which claims that Amazon used a logo similar to its trademark to sell products on its platform. In February, Justice Prathiba M. Singh had issued a permanent injunction against Amazon Technologies, barring it from using any logo that was deceptively similar to the Beverly Hills Polo Club mark. The court’s ruling also permanently restrained the company from advertising, selling, or dealing in any products that violated the trademark rights of Lifestyle Equities.

Justice Singh criticized Amazon Technologies for attempting to evade responsibility by operating through different entities — Amazon Technologies, Cloudtail India, and Amazon Seller Services — and failing to disclose their relationships. The judge also pointed out that Amazon had used its dominant market position to push products that competed with Lifestyle’s goods at significantly lower prices, thereby confusing consumers and potentially diluting the luxury brand's value.

Amazon defends against trademark claims

The Lifestyle entities argued that the infringement was willful and warranted exemplary damages. They also sought punitive measures, highlighting that Amazon’s conduct was not only harmful to their brand but could also tarnish the broader market by promoting imitation products.

Amazon has contested the ruling, asserting that Lifestyle Equities failed to prove the alleged infringement had caused harm to their brand. The company also emphasized that the matter required a detailed review by a division bench. Amazon’s legal team noted that no substantial evidence had been provided by Lifestyle to show that Amazon had engaged in trademark infringement, arguing for a reconsideration of the case.

The “Beverly Hills Polo Club” trademark has been a symbol of luxury fashion and lifestyle since its introduction in 2007. The trademark features a logo of a charging polo pony, representing the brand’s high-end image. The company’s legal representatives claim Amazon’s use of similar logos on lower-priced items caused confusion among consumers, which is why it sought legal action.