It's because in 2015, Amazon was opening up the marketplace to third-party vendors, but didn't want to take on the enormous job of quality control for those pro

It's because in 2015, Amazon was opening up the marketplace to third-party vendors, but didn't want to take on the enormous job of quality control for those products. So they established the Amazon Brand Registry in an attempt to force the US Patent and Trademark Office to help them. They basically hoped that vendors would respond by going through the enormous effort to get a high-value trademark for something like a "Quality Appliances" brand, expending an enormous amount of discovery and legal fees (or just being a pre-existing well-known brand like KitchenAid[TM] or General Electric[TM]. That trademark would be so valuable that they would never risk importing lead-contaminated aluminum cookware and tarnishing their image, they'd implement strict quality control, fight back against counterfeiters using their likeness, and otherwise be a reliable vendor for Amazon. Right? Wrong. It's basically free and instant to file for a trademark for CHUKOFAZ[TM] kitchen products, because it's not a word or even a substring of a word that anyone would want to trademark. So the vendors did that, submitted their valid trademark for CHUKOFAZ[TM] to the Amazon Brand Registry, and imported the cheapest junk that they could build. And then consumers sorted by "price low to high" and a bought CHUKOFAZ mixer instead of KitchenAid, and raged at Amazon and the CPSC, because the CHUKOFAZ brand had ceased to exist, and the product page they'd bought from was now a HAKLBUC-brand backpack with 2500 5-star reviews praising how well it mixed cookie dough.