Following a recent settlement reached between Amazon Services Europe S.A.R.l and the European Commission (which covers Amazon marketplaces in Germany, France, Spain, Netherlands, Poland, Sweden, and Belgium), Amazon will be updating the Prime eligibility and badge criteria, and Featured Offer (formerly known as the “Buy Box”) criteria in June 2023 across these stores.
This is because a regulator had expressed concerns with Amazon’s dual role as both a marketplace and a competitor to merchants selling on its platform. Amazon, for its part, says it is an enabler of small businesses in the region.
The company also agreed to display a second buy box when there is a second offer that is different from the first on price or delivery, and to let Prime sellers choose any carrier for their logistics or delivery services.
The changes apply only to the European Economic Area. In Italy, Amazon has agreed separate legal remedies with the country’s competition regulator relating to the buy box and Prime. Amazon will have until June 2023 to implement the changes, which will remain in place for five to seven years.
Here you can view a screenshot of Amazon’s e-mail sent to third party sellers on the European marketplace regarding the matter:
Here is a copy of the full wording in English:
| Updates to Prime eligibility and badge criteria and Featured Offer selection Hello, Following the agreement reached recently with the European Commission (https://www.aboutamazon.eu/news/policy/amazons-statement-on-the-commitments-agreed-with-the-european-commission) which covers Amazon stores in Germany, France, Spain, Netherlands, Poland, Sweden, and Belgium, we’ll update the Prime eligibility and badge criteria, and Featured Offer (formerly known as the “Buy Box”) criteria in June 2023 across these stores. Update on Prime eligibility and Prime badge criteria Our objective Prime eligibility and Prime badge criteria will be applied equally to offers from all sellers across the various fulfillment channels (Fulfilled by Amazon or Merchant Fulfilled) and Amazon retail. To qualify, offers will need to meet certain customer experience requirements. These requirements are derived from a Prime customer’s expectations around delivery speed and reliability, tracking, customer returns, and customer service. Additionally, sellers who wish to enroll their Merchant fulfilled offers into the Prime program may use alternative logistics providers and negotiate their terms directly, as long as delivery tracking information is made available to Amazon through our tracking systems and the Prime requirements above are met. We’ll provide detailed guidance on the new criteria in the coming months. Further details are available on the FAQ here: https://sellercentral-europe.amazon.com/help/hub/reference/GQHQGBTD7XB7EECN Update on Featured Offer selection As we strive to show our customers the best Featured Offer on the product detail page, we’ll continue to ensure that the criteria used to determine the Featured Offer are non-discriminatory and treat sellers and Amazon retail equally. Eligibility for Prime and the Prime badge won’t be a criterion when determining the Featured Offer. Prime will continue to offer free and fast delivery which are factors that customers value and therefore are relevant in determining the Featured Offer. For more details on Amazon’s agreement with European Commission, go to About Amazon (https://www.aboutamazon.eu/news/policy/amazons-statement-on-the-commitments-agreed-with-the-european-commission) and Europa.eu (https://ec.europa.eu/commission/presscorner/detail/en/ip_22_7777). The Amazon Services Europe team |
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