Amazon has finalised a deal with EU antitrust regulators to settle concerns that its use of non-public data undermines rivals, announcing new measures to level the playing field for sellers in its marketplace.
Through the agreement announced on Tuesday the US tech giant will treat all sellers equally and make rival products more visible on Amazon’s “buy box”, which generates the majority of purchases on the site.
Amazon will also create a second buy box, that displays alternative offers for consumers who decide that speed of delivery is less important to them.
The deal ends two long-running probes into the $866bn company and represents a victory for the EU as it will serve as a blueprint for compliance with the new Digital Markets Act, a landmark piece of legislation aimed at curbing the power of Big Tech.
“Amazon can no longer abuse its dual role and will have to change several business practices,” said Margrethe Vestager, the EU’s competition chief. “Competing…