ACSO files UK collective action against Amazon over alleged price inflation

Amazon is facing collective legal action in the UK brought by the Association of Consumer Support Organisations, which accuses the tech giant of artificially inflating prices on its marketplace.

The Association of Consumer Support Organisations (ACSO) filed an application with the Competition Appeal Tribunal on 14 August seeking a collective proceedings order. 

It alleges that Amazon’s pricing policies resulted in millions of UK consumers paying more for products sold by third-party sellers on its UK platform.

The claim covers purchases made between August 2019 and August 2025 and is being brought on an opt-out basis, meaning more than 45 million consumers could be eligible for compensation if the action succeeds.

The case centres on Amazon’s alleged use of “price parity” policies, which prevent third-party sellers from offering the same products at lower prices elsewhere online. 

ACSO has argued that this approach “stifles competition, enables Amazon to charge sellers higher fees, and ultimately results in inflated prices for consumers”.

The group claims that these practices continue despite previous regulatory investigations and commitments made by Amazon to cease such behaviour. 

Past probes have included actions by the Office of Fair Trading (now the Competition and Markets Authority) in 2012, the German Federal Cartel Office in 2013 and the Japan Fair Trade Commission in 2016.

Both the German and Japanese regulators are now said to be investigating Amazon’s current policies. The Canadian Competition Bureau is also examining similar concerns.

Meanwhile, the US Federal Trade Commission began court proceedings against Amazon in 2023 after a four-year investigation, with a trial expected in 2027. A separate lawsuit filed by the State of California in 2022 is due to go to trial in 2026.

ACSO has instructed law firm Stephenson Harwood to lead the claim, with partner Genevieve Quierin heading the legal team. 

Monckton Chambers barristers Ben Lask KC, Luke Kelly and Jenn Lawrence have also been appointed, alongside consultancy support from The Brattle Group.

Consumers are not required to pay to join the claim or bear any financial risk if the action is unsuccessful.

Matthew Maxwell-Scott, founder and executive director of ACSO, said: “Millions of people in the UK make purchases on Amazon every day. Despite the company’s assurances that it is above all else ‘customer-obsessed’, we consider there are strong grounds to argue that UK consumers have paid higher prices because of Amazon’s pricing policies.”

Quierin added: “Amazon appears to have circumvented previous regulatory interventions targeting its pricing policies and is now implementing policies which we contend are anti-competitive, to the detriment of UK consumers.”

An Amazon spokesperson said: “This claim is without merit and we’re confident that will become clear through the legal process. Amazon features offers that provide customers with low prices and fast delivery. In fact, according to independent analysis by Profitero, Amazon has maintained its position as the lowest-priced online retailer in the UK for the fifth consecutive year.

“We remain committed to supporting the 100,000 independent businesses that sell their products on our UK store, which generate billions of pounds in export sales every year.”