Macy's has filed for an injunction to prohibit a real estate company from leasing the enormous billboard on the corner of the department store's flagship location—because, Macy's says, the new advertiser is Amazon.

The NY Post first reported on the complaint, which was made in State Supreme Court, noting, "The Macy’s billboard lease with Kaufman [Realty] expired on Aug. 31. Macy’s claims that its original lease from 1963 prevents a competitor from ever advertising on that space, but Kaufman disagrees, according to the complaint."

The court filing claims that Kaufman told a Macy's representative that they were "in discussion with a very 'prominent online retailer,'" leading the complaint to state, "There was little doubt that [he] was talking about Amazon on the call," and that "Amazon and other online retailers are direct competitors of Macy's. If Amazon or another competitor were to advertise on the billboard, the negative impact on Macy's would be immeasurable."

However, a spokesperson for Kaufman told the Post that the advertiser is not Amazon—"While the restrictive covenant will be up to a judge to make a decision, we want to make it clear that we’ve had no communication or negotiations with Amazon relating to the 1313 Broadway space."

The billboard, which is currently a Macy's shopping bag, occupies a prominent corner of 34th Street and Broadway, and is featured heavily in Macy's Thanksgiving Day parades (which, this year, will be returning in full).

While Macy's takes up the block between Broadway and 7th Avenue and 34th and 35th Streets, the corner of 34th and Broadway has a small retail building—currently a Sunglass Hut—along with the billboard that Macy's doesn't own. That building was actually bought in 1901 by a then-competitor of Macy's, Harry Siegel of Siegel-Cooper, in hopes that he could use it as leverage in a real estate deal to acquire Macy's old 14th Street space. Well, Macy's refused to buy the Herald Square corner lot from Siegel, and this spite building emerged.

“It’s a funny irony that a building with this kind of history would come back and be a problem more than a century later," Andrew Alpern, who wrote a book about so-called holdout buildings in New York City, told the Post. “Macy’s has not had a good record with holdouts. They just don’t seem to be too good at negotiating with their neighbors."