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Amazon Applies for Jewelry-Line Trademark

“For Keeps” would be used for online retail sales.
Sep 26, 2018 7:00 AM   By Rapaport News
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RAPAPORT... Online-shopping titan Amazon has filed a trademark application that may indicate it is planning to create its own private-label jewelry collection.

“For Keeps by Amazon,” which was filed at the US Patent and Trademark Office last week, is for “online retail sales of jewelry, namely precious metals and their alloys and goods in precious metals or coated therewith,” according to the filing.

Amazon sells a wide variety of items on its site, from books and clothing to bicycles and baby supplies. The e-tailer already sells jewelry from a number of vendors, as well as its own Amazon Collection, a range of lower- to mid-value pieces.

Many luxury-jewelry retailers have yet to venture into the online marketplace. A new line could help Amazon compete with the rise of luxury e-commerce platforms gaining in popularity, including Net-a-Porter and Farfetch, which recently went public with an $885 million initial public offering (IPO).

Shares in luxury-jewelry retailer Signet, which owns Kay Jewelers and Jared, among other brands, fell 2.6% after reports of the trademark filing, Seeking Alpha reported.

Correction, October 4, 2018: Amazon filed a trademark application, not a patent application, as was incorrectly stated in an earlier version of this article.

Image: Amazon shipping box.
Tags: Amazon, Amazon Collection, Farfetch, For Keeps by Amazon, Jared, Kay Jewelers, net-a-porter, private-label jewelry, Rapaport News, Signet
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