Trademarks must be industry/use-specific. UPS has a trademark on their shade of brown. You can use that brown for your business, but you can’t use that colormark if you’re starting a competing logistics company.
There are hundreds, if not thousands, of companies with an “X-Ray” trademark. You can use X-Ray as long as it’s not to represent your “computer software tool for use in browsing and exploring electronic publications and books.” Only Amazon has the right to name such a specific software functionality “X-Ray.”
