New Metro Design, LLC, known for its patented BeaterBlade electric stand mixer attachment, reported it has been granted patent infringement protection in the form of seller takedowns by Amazon through the Amazon Patent Evaluation Express (APEX) program.
The APEX program, started in April 2022 through Amazon’s brand registry, allows U.S. companies to protect patented products through an evaluation process, making it easier for companies to stop infringing sellers on Amazon. Prior to the establishment of APEX, it could be challenging for companies to identify and stop other sellers as they would frequently change company names and SKUs associated with products offered on Amazon.
New Metro Design independently submitted two products for the APEX program including the BeaterBlade and the Pouring Chute (pictured above), both of which have been targeted by counterfeiters for years, according to the developer and marketer of mixer accessories.
“The APEX program is a monumental step forward to aiding U.S. patent holders from infringing sellers. I wish other selling platforms would follow Amazon’s lead and offer this type of program, which ultimately protects consumers as well as brands,” said Gary Fallowes, founder and CEO of New Metro Design.