A Missouri based trucking company, Prime Inc., has filed a suit against Amazon in the US Federal Court alleging Amazon’s Prime logo on tractor-trailers is “confusingly similar” to its own trademark.
The Prime Inc. has built up “substantial value and goodwill” with its name and logo since 1980.
Amazon, on the other hand, was founded in the 1990s and has only recently begun its Prime membership with free two-day shipping.
In the lawsuit, Prime Inc. states that Amazon’s use of Prime on the shipping vehicles have caused irreparable loss to the company. Consumers mistakenly blame Prime Inc. when they have a bad experience with Amazon.
The company also states that it had notified the online retail giant of the trademark dispute more that two years ago. Prime Inc. had taken the issue to the Trademark Trial and Appeal Broad. However, Amazon has continued to use the mark on its shipping vehicles.