[paulmd]

Of the first page of items, I see exactly three items that include the phrase "split ender". What you are seeing could be attributed equally well to either a "fuzzy search" (people search "split ender", the search is converted to "split end remover" because that produces more relevant results) or Amazon's search being terrible (because there's a lot of things that are just generic beauty products there). Three items is not exactly a strong argument - but let's move on,

This is what it looks like when a trademark is in the process of becoming genericized. People search "kleenex" but what they actually want is "facial tissue", so you give fuzzy search results for it and people put it in their titles and so on.

Why should Amazon be the front line of protecting this company's trademark? Isn't their job to sell products, and the company's job to protect their trademark? If they think Amazon themselves are unfairly demeaning their trademark then go ahead and sue. Easy as that.