On 10 June 2022, the Paris judicial court held Amazon liable for infringement of the Carré Blanc trademark — not for selling fakes, but for its referencing practices. In natural search, Amazon generated pages whose titles, URLs and descriptions reproduced “Carré Blanc” while leading to competing products, artificially capturing the ranking built by the brand; in paid search, it bought the keywords “carré”, “blanc” and “carré blanc” on Bing and Yahoo, misleading consumers as to the origin of the goods. The court also recalled that as a host, Amazon could incur liability for failing to remove notified content — Carré Blanc, however, had not formally notified. The remedy stays measured: EUR 15,000 in moral damages, economic loss being unsubstantiated. After a similar win against Rueducommerce in 2019, the case confirms that SEO can constitute trademark use — and infringement.