Trademark guides / Smiley
Is “Smiley” safe to use on Amazon?
No, not unless you’re selling the genuine brand. “Smiley” is a trademark of The Smiley Company.
"Smiley" is a trademark that has been used to sue hundreds of Etsy shops. Say "happy face" instead.
Why it’s a problem
The Smiley Company holds trademarks for the word "smiley" and has sued hundreds of online sellers, many of them Etsy shops, in bulk "Schedule A" lawsuits. Defendants were sued for using the word in titles, descriptions or tags, and their accounts were frozen.
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
- happy face
- smiling face
- grin face
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: Vice: The people getting sued by Big Smiley
General information, not legal advice. Trademark status can change; this page was last checked on 2026-10-10.