Amazon Technologies, Inc. was recently dealt a blow by the General Court of the European Union when it affirmed the decision of the Board of Appeal upholding the EUIPO examiner’s refusal to register Amazon’s figurative mark . The RING mark is already in use on home-security systems made by Amazon, which generally include a doorbell, that use motion-detecting cameras. Nevertheless, the EUIPO examiner refused the application for registration in respect of class 9 goods—a prerequisite for EUIPO registration. The examiner, however, found that the mark was “descriptive” since it simply described the functionality of the goods in question—namely, that the doorbells and other goods make a sound, i.e., they ring—which prevented the mark from being registered.