Cross-border e-commerce sellers face a new legal risk as the commonly used keyword "100%" has been successfully registered as a trademark in multiple jurisdictions. Recent industry reports reveal that using this term in product listings may now constitute trademark infringement, potentially exposing sellers to legal consequences.
Global Trademark Coverage
Saule, LLC holds 266 active trademarks, with "100%" registered across numerous countries including the United States, Canada, the United Kingdom, Brazil, Malaysia, China, Israel, Costa Rica, Argentina, Chile, Peru, and Australia through WIPO. The trademark protection primarily covers four key categories:
- Class 9 (Goggles)
- Class 12 (Motorcycle accessories)
- Class 25 (Apparel)
- Class 28 (Printed stickers)
This development means sellers operating in these markets must immediately review and modify product listings that use "100%" to describe fabric composition or product characteristics within these categories. While Class 25 (apparel) is currently most affected, other categories may face similar restrictions in the future.
Amazon Listing Changes: The Five-Point Description Shift
Simultaneously, Amazon sellers must adapt to significant changes in product listing displays. The platform is testing a folded five-point description format, where only the first bullet point appears fully visible, with subsequent content hidden behind a "see more" prompt.
This modification represents a strategic shift toward visual marketing, potentially designed to:
- Increase visibility for A+ content and promotional placements
- Enhance focus on visual elements like images and videos
- Improve conversion rates through immersive product experiences
The introduction of premium A+ pages further emphasizes this direction, featuring full-screen HD visuals, demonstration videos, and enhanced multimedia capabilities to create more engaging product presentations.
Strategic Recommendations for Sellers
To navigate these changes effectively, sellers should implement the following optimizations:
- Prioritize first bullet content: Place the most compelling product differentiators in the initially visible portion of the five-point description
- Streamline descriptions: Use concise phrasing and eliminate redundancy to maximize impact within limited visible space
- Enhance A+ content: Invest in high-quality visuals including 360-degree product views, demonstration videos, and lifestyle imagery
- Optimize for mobile: Ensure all visual content renders effectively on smaller screens with fast loading times
- Conduct A/B testing: Experiment with different content arrangements to determine optimal conversion configurations
- Monitor competitors: Analyze rival listings to identify emerging best practices in the evolving marketplace
These platform changes present both challenges and opportunities for sellers willing to adapt their strategies. By focusing on visual storytelling and strategic content placement, businesses can maintain competitive advantage despite the evolving marketplace requirements.