Macy’s Wants To Block Amazon Ads From A Giant Billboard Next To Its Flagship Store

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Macy’s is trying to keep a competitor — Amazon? — from advertising on a giant billboard next to Macy’s flagship store in Herald Square in New York.

Bebeto Matthews/AP

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Bebeto Matthews/AP

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But Macy’s said that when it tried to negotiate a lease renewal this year, the billboard’s owners, the Kaufman Organization, told them they were in discussions with a «prominent online retailer,» and there was «little doubt» that meant Amazon, according to the lawsuit.

Messages were left with the Kaufman Organization seeking comment. Amazon had no comment.

In the lawsuit, Macy’s asked the judge for an injunction that would keep Kaufman from leasing the space to Amazon or any other competitor.

«The damages to Macy’s customer goodwill, image, reputation and brand, should a ‘prominent online retailer’ (especially, Amazon) advertise on the billboard are impossible to calculate,» the company said in the lawsuit.

The lawsuit pointed out that the billboard is highly visible in its annual Thanksgiving Day parade, which is nationally televised.

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