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(L to R) Mark Lemley, Durie Tangri and Annette Hurst, Orrick (Photos: Jason Doiy/ALM)

Patents had Apple v. Samsung. Copyright has Oracle v. Google. Now a knock-down drag-out trademark fight is brewing between two of America’s premier retailers. Amazon.com and Williams-Sonoma Inc. have hired blue-chip lawyers to fire the opening shots in a bid to shape trademark rules for 21st century e-commerce.

Scott Graham

Scott Graham focuses on intellectual property and the U.S. Court of Appeals for the Federal Circuit. He writes ALM's Skilled in the Art IP briefing. Contact him at sgraham@alm.com.

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