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EC worried about consequences of Amazon/iRobot deal

Tech giant has a record of suppressing competition

12.Jul.23 4:29 PM
By Shawn Highstraw
Photo Review


EC worried about consequences of Amazon/iRobot deal
The European Commission has launched an in-depth investigation into Amazon's acquisition of vacuum cleaner manufacturer iRobot. Brussels is concerned that the company will become too dominant in the market for robot vacuum cleaners and may exclude other brands from its online store.

"Amazon may have the ability to exclude competitors of iRobot," wrote the European regulator in a statement. The e-commerce giant could make it difficult for other vacuum cleaner manufacturers, for example, to sell their products through Amazon.

The executive body of the European Union has been conducting an investigation into the acquisition in recent times. The regulator has given itself until November 15th to make a decision.

The US and UK regulators have already approved the acquisition. However, it is not surprising that Brussels is not yet willing to do so. Last month, news agency Reuters reported, based on insiders, that the European Commission wanted to delve deeper into the purchase.

Amazon announced the acquisition in August of last year. The e-commerce giant is offering the equivalent of 1.6 billion euros for the vacuum cleaner manufacturer.

Amazon is focusing on smart electronics and aims to expand its range of smart electronic products with iRobot's offerings, including the voice-controlled assistant Alexa. Amazon previously acquired the company behind the Ring doorbell, allowing users to see who is at their door through a camera.

In response, Amazon emphasizes that it will continue to defend the acquisition before the European competition watchdog. The e-commerce giant says it is willing to answer all questions from Brussels and address any concerns about the acquisition.

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