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Birkenstock vs. Amazon feud extends to search typos
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.
Why the fashion world won't let Amazon in
There's no doubt Amazon has already mastered the art of selling groceries and other essential goods online. But the company aims to be more than that. It's focusing on streaming technologies, with services like Prime Video and Music Unlimited, a rival to Spotify and Apple Music. Then there's fashion, a space that may be the hardest (though not impossible) to conquer. While Amazon isn't new to selling clothes, the company sees high-fashion retail as its next holy grail. It wants to be the place where you can have a $12 Hanes hoodie and a $1,500 Louis Vuitton frock in the same cart.
