German Antitrust Authority Signals Mild Penalty for Amazon Advertising Business
Berlin, Germany – September 1, 2025 – germany’s Federal Cartel Office (bundeskartellamt) has indicated it will likely impose a relatively minor penalty on Amazon regarding its advertising business practices, following a year-long examination. The agency determined Amazon holds a dominant position in the German market for advertising services, particularly for merchants selling on its marketplace, but stopped short of issuing a sweeping prohibition or substantial fine.
The investigation, launched in September 2024, focused on concerns that Amazon leverages data collected from third-party sellers to unfairly compete wiht them in its advertising services. The Bundeskartellamt found Amazon does indeed benefit from this data asymmetry,giving it an advantage in offering targeted advertising. however, the authority concluded the current practices do not yet constitute an abuse of its dominant market position that warrants a severe penalty. The agency is pursuing commitments from Amazon to improve clarity and fairness for sellers utilizing its advertising platform.
This case arrives amid increasing global scrutiny of the business practices of major technology companies,particularly concerning the intersection of marketplace operations and advertising. The Bundeskartellamt’s decision signals a cautious approach, prioritizing adjustments to Amazon’s practices over a possibly lengthy and costly legal battle. Affected parties include the thousands of third-party sellers on Amazon.de who rely on the platform’s advertising tools to reach customers. The agency expects to finalize its commitments with Amazon in the coming weeks, after a period for public comment.
