Trademark guides / Chanel
Is “Chanel” safe to use on Amazon?
No, not unless you’re selling the genuine brand. “Chanel” is a trademark of Chanel.
Use "Chanel" only for authentic Chanel items, and never suggest you're affiliated with the brand.
Why it’s a problem
Chanel enforces hard, even against resellers. In 2024 a New York jury found reseller What Goes Around Comes Around liable on all four claims, including false association, and awarded Chanel $4 million. Use the name only for authentic items and never imply a link to the brand.
What Amazon does when it’s reported
Brand owners enrolled in Amazon Brand Registry can report listings directly, and Amazon removes infringing listings and can suspend selling privileges. Amazon has also joined brands such as YETI and Stanley in suing counterfeit sellers.
Amazon's catalog rules require accurate titles, so naming a brand you don't sell is both a trademark problem and a listing-accuracy problem.
What to write instead
- quilted chain bag (for non-Chanel items)
- tweed jacket
- classic flap-style bag
Check the rest of your listing
One trademark is rarely the only risk. The scanner checks your whole title and description against Amazon’s own rules and every term in our trademark list.
Related
Source: The Fashion Law: Chanel prevails against WGACA
General information, not legal advice. Trademark status can change; this page was last checked on 2026-10-10.