As a result of counterfeit, red-soled shoes being sold by third-party sellers on Amazon, Louboutin brought an action against Amazon for infringement of their registered trademark for their signature red-soled shoes. Louboutin claimed that whilst Amazon was not selling the counterfeit products themselves, they were involved in the distribution, storage and advertising of those products and, in particular, presenting the trademark infringing products on its platform in the same manner as products sold in Amazon's name.
The courts of Belgium and Luxembourg (where the action was originally brought) referred the matter to the Court of Justice of the European Union (CJEU) to consider whether Amazon could be held directly liable for using the trademark where a third-party seller places an advert for counterfeit products on their platform.
The CJEU held that operators of online marketplaces could be held directly liable for third-party advertisements. The CJEU confirmed that users could mistakenly think Amazon themselves are selling shoes on behalf of Louboutin, particularly when Amazon displays its own logo on the third-party sellers' advert and stores and ships the shoes in question.