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70% Cheaper Than Law Firms, AZ Helper Speeds Up Trademark Protection for Amazon Sellers
For Amazon sellers, time is everything. A week waiting for a trademark to be approved can mean a week without brand protection, and sometimes, without sales. Jonathan Lee, Co-founder and CEO of AZ Helper, knows the cost of that lost time all too well.
AZ Helper is the only service provider in Taiwan to hold all three official Amazon designations: Global Ads Partner, Global Service Provider, and Software Service Provider, a sign of both credibility and reach.
“We’re not lawyers or a law firm,” Jonathan Lee explained. “But we can serve people all over the world, especially Taiwan sellers who want to apply for overseas trademarks. We’re up to 70 percent cheaper than traditional law firms, and we still make a profit.”
Founded in 2022, AZ Helper started with a clear focus: protect brands, help sellers get through Amazon’s Brand Registry, and fix urgent account problems. What began as a response to one industry crisis has grown into a technology-powered service with its own tools for speeding up the process and cutting costs.
From E-commerce Operator to Trademark Partner
Jonathan Lee’s began in cross-border e-commerce at just 20 years old. He worked his way from an operations job to running teams and managing entire product lines. Then, in 2022, a sudden disruption shook the market: over 70,000 U.S. trademark filings from Taiwan and China were flagged by the USPTO for irregularities, many tied to “borrowed brands” — a practice where sellers applied for trademarks using someone else’s brand name. The result was suspended accounts and frozen funds.
“Amazon Taiwan wanted a local solution,” Jonathan Lee recalled. “They kept asking around and eventually found me. They asked if I could provide this service, and I said yes because I knew local lawyers who could help.”
The cases started to snowball. “From then on, more and more in Taiwan who had problems sent them to us to fix,” Jonathan Lee noted. “After we helped, we also got recognition from Amazon Taiwan and became an official service provider.”
Some of those cases were high stakes. In one, a seller had 600,000 U.S. dollars locked in a frozen Amazon account. “We didn’t take a single cent from that frozen amount,” Jonathan Lee emphasized. “We just charged one-time legal fees. Other law firms would take 10 to 15 percent. That’s not our goal. We want the client to solve the problem quickly.”
In another, a seller was facing an 80,000 U.S. dollar settlement demand for patent infringement. “Our lawyer talked to them, and it went from 80,000 to 1,000,” Jonathan Lee explained. “It was a huge drop. They didn’t want to spend too much time. They just wanted to recover their money and move on to the next case.”
Tech-Enabled Brand Protection
AZ Helper’s trademark services are built around tools the company developed in-house. One system checks a client’s proposed brand name against trademark databases to spot potential conflicts before filing. Another tracks more than 18,000 active trademarks and alerts clients the moment there’s a change in status.
“The first tool is our search tool,” Jonathan Lee explained. “We take the client’s brand name and product description, use our software to gather data, cross-check with our database, and see if there are similar trademarks. That increases the pass rate and saves time for overseas lawyers, who are very expensive. We pass those savings on to the customer.”
The tracking system plays an equally important role. “If there’s any change, approval, expiry, or something that needs a response, we know immediately and can tell the client,” Jonathan Lee added.
With these systems, AZ Helper can confirm in just a few hours whether a brand is eligible for registration, offer alternatives if needed, and complete the entire application in about two weeks. According to Jonathan Lee, the company has achieved a 100 percent brand registration pass rate, far faster and more reliable than the months-long process of traditional law firms.
A One-Stop Toolkit for Amazon Sellers
In 2024, AZ Helper expanded its offering with the AZ Helper Toolkit, a subscription-based platform designed for Amazon sellers. It has fourteen integrated functions, from an FBA fulfillment fee calculator with cost-saving suggestions to a profit calculator that factors in ad spend and return rates. It also includes inventory forecasting, ad performance analysis, and market research tools.
Some of its recommendations are immediately actionable. For example, the logistics calculator can show that reducing a package’s height by just two inches could cut shipping costs by 35 percent, freeing up budget for price drops, more ads, or promotions.
“Our goal is to help more people who don’t know how to operate to get started easily,” Jonathan Lee said. “For those who already know how, we help them save more time. Many of these tasks are routine. If you can save that time, you can do higher-value work.”
Jonathan Lee estimates the toolkit can save sellers 50 hours each month.
AZ Helper now works with legal partners in North America, Europe, East Asia, and the Middle East. Looking ahead, the company is planning a warehouse in the United States and continuing to build overseas partnerships to offer what Jonathan Lee calls “A-to-Z” protection for sellers worldwide.
For him, it comes down to using resources where they matter most. “Because we are sellers ourselves, we know there’s no need to spend extra money on lawyers when that money could be used for ads with better ROI,” he explained. “We want to help them save as much as possible.”
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