Hey Alexa, Can You Win a Trademark in Chile? High Court Says No

If Amazon.com Inc. wants to launch Alexa in Chile, it will have to do so without intellectual property protection after the country’s high court refused to register a trademark for the well-known virtual assistant.

Three judges of the Supreme Court, in a document published in late January, also said the e-commerce giant couldn’t appeal the court’s December ruling rejecting the mark.

The trademark question went to the high court after another appeal failed because the word Alexa is also registered as a trademark for a German digital motion picture system. The German company has since said it doesn’t care if ...