Progressive Distribution Services, Inc. v. United Parcel Service, Inc., No. 16-1830 (6th Cir. 2017)Annotate this Case
Sixth Circuit finds little likelihood of confusion between the trademarks “OrderLink” and “UPS OrderLink.” Progressive, located in Michigan, provides logistical services to online businesses. Under the trademark “OrderLink,” Progressive develops clients’ websites and handles deliveries. Progressive registered the OrderLink trademark in 2004, but alleges that it has used the mark for at least 19 years and spent $2.5 million dollars advertising the mark. UPS also serves small volume shippers who operate businesses on Amazon and eBay. In 2012, UPS developed a new interface to enable those customers to import their orders directly into UPS’s shipping application. UPS initially concluded that the name “orderlink” was not available, but determined that the terms “order” and “link” were commonly used together by other companies. UPS concluded that Progressive’s services differed substantially from tits application UPS and chose the name “UPS OrderLink.” Its USPTO application was rejected based on a likelihood of confusion with Progressive’s mark. Nonetheless, UPS launched UPS OrderLink as a free service, accessible only through UPS’s website. Progressive sent a cease-and-desist letter. UPS changed the name of its service to “Ship Marketplace Orders.” Progressive alleged violations of the Lanham Act, 15 U.S.C. 1051, the Michigan Consumer Protection Act, and the common law. The district court granted UPS summary judgment. The Sixth Circuit affirmed. The balance of eight factors, particularly the strength of the mark and the similarity of the marks, indicate little likelihood of customer confusion.