Amway Corp., a prominent multi-level marketing company, is seeking dismissal from a trademark infringement lawsuit filed by Begin Health Inc. in the U.S. District Court for the Eastern District of North Carolina. The case, initiated on December 22, 2025, under docket number 7:2025cv01608, alleges that Amway’s product branding infringes upon Begin Health’s trademarks. Amway contends that it lacks sufficient connections to North Carolina to justify the court’s jurisdiction over the matter.
In its motion to dismiss, Amway argues that its business operations do not establish the necessary “minimum contacts” with North Carolina required for personal jurisdiction. The company maintains that its activities within the state are insufficient to warrant being sued there. This jurisdictional challenge is a common defense strategy employed by corporations to avoid litigation in states where their presence is limited.
Trademark infringement cases often hinge on the concept of “likelihood of confusion,” where the plaintiff must demonstrate that the defendant’s use of a similar mark is likely to cause consumer confusion regarding the source of the products or services. In this instance, Begin Health Inc. asserts that Amway’s branding could mislead consumers into associating Amway’s products with those of Begin Health.
Amway’s legal maneuver to dismiss the case based on jurisdictional grounds reflects a broader trend among corporations to challenge the venues in which they are sued. By contesting the court’s authority to hear the case, Amway aims to avoid litigation in a potentially unfavorable jurisdiction.
The outcome of this motion could have significant implications for both parties. If the court grants Amway’s request, Begin Health may need to refile the lawsuit in a jurisdiction where Amway has a more substantial presence. Conversely, if the court denies the motion, Amway will be required to defend itself against the infringement claims in North Carolina.
This case underscores the complexities of trademark law and the strategic considerations companies must navigate when facing litigation. As the proceedings unfold, they will likely provide further insights into how courts interpret jurisdictional issues in the context of trademark disputes.