Intellectual property is a realized creative idea of an individual whose proper use contributes to the business success of the company that uses it. Although it is intellectual property, in business terms intangible assets have all the characteristics of assets and as such create added value for the company, but also for society as a whole. In the conditions of a globalized market and information networking, companies invest in intellectual property, either in the form of copyright or in the form of industrial property in order to quickly respond to demand in the global market. The product and service distribution industry has undergone major changes in the last 20 years, from the way customers buy products and services to the speed of their distribution. Amazon invests significant financial resources in inventions, design, production and sales of products, and its successful monitoring of market trends makes it one of the leading online stores. The basic goal of this paper is to determine the importance of enforcing intellectual property rights in achieving a competitive advantage of your company. Intellectual property and its role in creating competitive value will be theoretically explained and demonstrated on a practical example by an Amazon case study.