Amazon, American Eagle Settle Aerie Trademark Battle Over Lookalikes

Filed in the U.S. District Court for the Southern District of New York, the case alleged that Amazon violated multiple intellectual property laws by featuring Aerie-branded keywords—even though American Eagle does not sell its Aerie products directly on Amazon. The fashion retailer argued that Amazon's practices created confusion among consumers, diluted the Aerie brand, and constituted false advertising and deceptive trade practices.

American Eagle further claimed that Amazon used deliberately misleading search terms such as “Aeries,” “Aries,” and “Aerie bra” to funnel consumers to Amazon’s own or third-party products that bear no affiliation with the original Aerie line. According to the complaint, this violated not only American Eagle’s trademark rights but also eroded customer trust in the brand.

On July 3, 2025, the legal battle took a turn when both companies informed the court that they had reached “an agreement in principle” to resolve all outstanding claims. U.S. District Judge Jesse Furman dismissed the case but left it open for reinstatement within 60 days if the settlement is not finalized.

Legal analysts see the resolution as a signal of growing pressure on e-commerce giants like Amazon to refine how they handle keyword advertising and brand protection, particularly in cases involving popular fashion labels. Sponsored listings and algorithm-driven product placements have long been contentious areas in trademark law, especially when third-party sellers offer copycat goods or unauthorized alternatives that confuse buyers.

Amazon has faced similar lawsuits in the past, including from brands such as Valentino, Mercedes-Benz, and Nike. However, this case stood out due to American Eagle’s decision to entirely avoid Amazon as a retail channel—underscoring its frustration with the platform’s control over branded keyword use.

While the terms of the settlement remain confidential, experts suggest it could include commitments from Amazon to modify its advertising or search algorithms related to the Aerie brand. It may also open the door to improved trademark enforcement mechanisms on the platform.