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Birkenstock vs. Amazon feud extends to search typos

A German court said the retailer can't buy AdWords for 'Birkenstock' variations.
Richard Lawler, @Rjcc
December 30, 2017
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Ina Fassbender / Reuters

In 2016 Birkenstock chose to stop doing business with Amazon, citing problems with counterfeit goods on the site and shady resellers. Now, the shoe company has a court win too, where a German judge ruled that Amazon can't even buy ads on variations of the name that shoppers may mistype. Birkenstock's case is that if someone is lured to Amazon's site, they won't find its real products, just counterfeits that could damage its reputation. Will these two work things out? Amazon's spat with Google doesn't seem to be cooling off, but earlier this year it did establish a partnership with Nike addressing similar concerns.

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