Amazon set a deal with the EU.

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 yesterday, 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.

«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 independent retailers and carriers, as well as consumers, will benefit from these changes opening up new opportunities and choice».

The agreement will change many of Amazon’s practices. These commitments are legally binding, will remain in force for five to seven years, and have been agreed upon with EU officials after nearly three years of investigation. By introducing these measures, Amazon avoids charges of breaking EU law and a potential fine of up to 10 per cent of global revenues.

If Amazon breaches its commitments, the commission could enforce this fine without having to find an infringement of antitrust rules.

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