Germany: BGH zur Zulässigkeit der Verwendung von Marken und Unternehmenskennzeichen im Rahmen der Amazon Such- und Autocomplete Funktion

Last Updated: 15 February 2019
Article by Madeleine Metzner
Most Read Contributor in Germany, July 2019

Amazon darf bei der Suche nach bestimmten Markenprodukten – auch wenn diese nicht über Amazon vertrieben werden - Alternativprodukte anderer Hersteller auflisten, solange deutlich kenntlich gemacht ist, dass es sich um Alternativprodukte und nicht um Produkte der gesuchten Marke handelt. Auch die automatische Vervollständigung von Suchwörtern aus Marken oder Unternehmenskennzeichen kann durch Rechteinhaber nicht untersagt werden.

So hatte der BGH kürzlich in zwei Verfahren darüber zu entscheiden, inwieweit die Verwendung von Marken und Kennzeichenrechten innerhalb der Amazon-Suchfunktion zulässig ist, wobei sich Amazon in beiden Verfahren (weitestgehend) durchsetzen konnte.

In den Verfahren standen Amazon der Taschenhersteller Ortlieb" und der österreichische Hersteller von Fußreflexzonenmassagematten goFit" gegenüber, die ihre Produkte jeweils nicht über Amazon vertreiben und sich gegen die Verwendung ihrer Marken- und Unternehmenskennzeichenrechte im Rahmen der Suchfunktion des Online-Riesen wandten.

Die Klage von Ortlieb" (Az. I ZR 138/16) richtete sich gegen die Trefferliste im Rahmen der Amazon-Suchfunktion, da auf die Eingabe des Suchbegriffs Ortlieb" hin auch Treffer von Produkten anderer Hersteller in der Trefferliste angezeigt wurden. Hierin sah Ortlieb" eine Markenrechtsverletzung und nahm Amazon – in den ersten Instanzen vor dem LG und OLG München auch erfolgreich – auf Unterlassung in Anspruch. Der BGH stellte hierzu fest, dass die Nutzung der Marke nur dann untersagt werden könne, wenn der Nutzer im Rahmen der Suche nicht oder nur sehr schwer erkennen könne, ob die aufgelisteten Produkte vom Markeninhaber oder von einem Dritten stammen und verwies die Sache zur weiteren Prüfung an das OLG München zurück, welches nun prüfen muss, ob Amazon im vorliegenden Fall ausreichend kenntlich gemacht hat, dass es sich um Alternativprodukte und nicht um Ortlieb" Produkte handelt.

Im Gegensatz zu Ortlieb" störte sich goFit" in dem parallelen Verfahren (Az. I ZR 201/16) weniger an der Trefferliste im Rahmen der Suchfunktion auf Amazon als an der Autocomplete Funktion und wandte sich gegen die für den Suchbegriff gofit" automatisch generierten Suchvorschläge von Amazon (wie beispielsweise gofit Fußreflexzonenmassagematte"). Die hierauf gerichteten kennzeichen- und wettbewerbsrechtlichen Unterlassungsansprüche wies der BGH zurück. Zu Begründung führte der BGH aus, dass die Verwendung des Zeichens gofit" weder die Funktion eines Unternehmenskennzeichens auf ein bestimmtes Unternehmen zu verweisen beeinträchtige, noch wettbewerbsrechtlich beanstandet werden könne, da die Autocomplete Funktion nicht den unzutreffenden Eindruck beim Nutzer vermittle, dass die entsprechenden Markenprodukte auch auf Amazon zu finden seien.

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