{"id":29827,"date":"2025-11-26T09:00:00","date_gmt":"2025-11-26T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=29827"},"modified":"2026-04-12T23:54:40","modified_gmt":"2026-04-12T21:54:40","slug":"amazon-is-a-vlop","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/amazon-is-a-vlop\/","title":{"rendered":"Amazon is a VLOP"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"2783b8\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-29825 size-large not-transparent\" alt=\"Amazon ist ein VLOP, Very Large Online Provider, DSA, Digital Services Act, Rechtsanwalt, E-Commerce, IT-Recht\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Amazon-ist-ein-VLOP-1024x576.jpg\" style=\"--dominant-color: #2783b8; object-position:49% 100%\" data-object-fit=\"cover\" data-object-position=\"49% 100%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Amazon-ist-ein-VLOP-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Amazon-ist-ein-VLOP-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Amazon-ist-ein-VLOP-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Amazon-ist-ein-VLOP-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Amazon-ist-ein-VLOP-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_da2969abe9194862883b5fd15f84bc91\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Amazon<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">is a<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-8fd38a9681d9c207993e3e21bec3865a\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">VLOP<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-11-26T09:00:00+02:00\">26. November 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>How big is &#8220;too big&#8221; in the digital single market? And why does a court decide that Amazon must bear more responsibility than other platforms?   <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-amazon-als-vlop\">Amazon as VLOP<\/h2>\n\n<p><a href=\"https:\/\/curia.europa.eu\/juris\/document\/document.jsf?text=&amp;docid=306323&amp;pageIndex=0&amp;doclang=EN&amp;mode=req&amp;dir=&amp;occ=first&amp;part=1\">On 19.11.2025 (Case T-367\/23)<\/a>, the General Court of the European Union confirmed that the Amazon Store is a &#8220;very large online platform&#8221; or VLOP (for Very Large Online Platform) within the meaning of the <a href=\"https:\/\/eur-lex.europa.eu\/eli\/reg\/2022\/2065\/oj\/eng\">Digital Services Act<\/a>. This means that Amazon is subject to a special obligation regime that only affects a few digital players in Europe. The decision marks a turning point &#8211; not only for Amazon itself, but also for the millions of companies that use the platform to sell products in the single market.  <\/p>\n\n<p>This was triggered by a figure that Amazon itself published on February 17, 2023: more than 45 million people use the Amazon Store every month. This figure &#8211; the so-called AMAR (Average Monthly Active Recipients) &#8211; is not just a statistical trademark in the DSA, but the decisive criterion for classification as a VLOP. Amazon clearly exceeded it and the Commission initiated the designation procedure. The company attempted to legally challenge this classification. However, the court rejected the claim on all points.    <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-warum-der-dsa-grosse-plattformen-anders-behandelt\">Why the DSA treats large platforms differently<\/h2>\n\n<p>The Digital Services Act deliberately relies on graduated regulation. While smaller online offerings primarily have to fulfill basic obligations, the DSA makes a clear distinction between general platforms and very large platforms. The idea behind this is simple: the larger a platform, the greater its influence &#8211; and the more serious the social risks.  <\/p>\n\n<p>The court clearly elaborates on this logic. Large marketplaces have become digital infrastructures on which not only products, but also opinions, ratings and media-like content appear. They are &#8220;de facto public spaces&#8221;, as the Commission put it, and therefore potentially places where risks can spread at a speed and scale that an individual online store would never achieve. These differences justify higher duties of care.   <\/p>\n\n<h2 class=\"wp-block-heading\">Amazon fulfills the criteria of a VLOP<\/h2>\n\n<p>At the heart of the decision is the question of whether Amazon &#8211; as a platform, not as a retailer &#8211; is in a position to cause systemic risks. And the answer is clear. <\/p>\n\n<p>The court emphasizes that Amazon not only sells its own products, but also distributes the offers of millions of third parties. This structure leads to a flow of information that Amazon neither fully knows nor controls. This is precisely why the platform enjoys liability privileges, but is also exposed to particular risks.  <\/p>\n\n<p>In addition, the court considers Amazon to be a platform with enormous leverage: content that is classified as illegal, misleading or dangerous here potentially reaches a large part of the European population and is not perceived by a small circle. The sale of a non-compliant product, manipulative advertising or an incorrect ranking can affect millions of people.   <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-yellow-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>A platform with an AMAR of 45 million could expose a significant proportion of the EU population to illegal content.<\/p>\n<\/blockquote>\n<\/div>\n\n<p>This scope alone justifies the court&#8217;s classification as a VLOP &#8211; regardless of how carefully Amazon is currently monitoring. The decisive factor is the potential risk. <\/p>\n\n<p>Amazon argued that smaller platforms are more dangerous. The court disagrees. In the case of large marketplaces, the focus is not on the probability, but on the damage that could result from a single incident &#8211; and this is systemic with 45 million or more people potentially affected.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-was-bedeutet-die-einstufung-als-vlop\">What does the classification as VLOP mean?<\/h2>\n\n<h3 class=\"wp-block-heading\">Risk management as an ongoing task<\/h3>\n\n<p>As a VLOP, Amazon must regularly carry out comprehensive assessments of systemic risks. These range from illegal products to algorithmic distortions and dangers for minors. These analyses must be documented, minimized and shared with the Commission. For retailers, this means that Amazon will carry out more checks and adapt processes &#8211; sometimes visibly, sometimes in the background.   <\/p>\n\n<h3 class=\"wp-block-heading\">Transparency obligations for recommendation systems<\/h3>\n\n<p>The regulation is particularly visible when it comes to recommendations: Amazon must offer at least one option for each recommendation system that is not based on profiling. Users should be able to find products without their personal data being included. This may sound technical, but it has concrete consequences for the sorting, perception and findability of products.  <\/p>\n\n<h3 class=\"wp-block-heading\">Public ad archive<\/h3>\n\n<p>Anyone who places <a href=\"https:\/\/kpw.law\/en\/industries\/werbung\/\">advertisements <\/a>on Amazon must expect significantly more transparency in future. The content, client, time period and target groups of each ad will be stored in a publicly accessible archive. This is not only intended to protect consumers, but also to guarantee the political and economic integrity of the platform.  <\/p>\n\n<h3 class=\"wp-block-heading\">Data transparency for research<\/h3>\n\n<p>As a VLOP, Amazon must grant certain researchers access to internal data if this is necessary to investigate social risks. Although this constitutes an infringement of trade secrets, according to the court it is justified due to Amazon&#8217;s systemic role in the digital ecosystem. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Amazon shapes and dominates European online retail to an extent that inevitably has social significance. By classifying Amazon as a &#8220;Very Large Online Platform&#8221; (VLOP), the court makes it clear that Amazon must apply the stricter rules of the digital single market that this entails. <\/p>\n\n\n\n<p>Whether this will actually result in more transparency, consumer protection and fairness in competition remains to be seen. So far, large tech companies have always circumvented such obligations in such a way that they have largely come to nothing. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_71e3e2c9b480519c1b7a950840d8fe1d\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">E-Commerce!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Now confirmed by the courts: Amazon is a VLOP (Very Large Online Platform). What are the consequences of this classification under the Digital Services Act? <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5184,5556,5973],"thema":[],"rechtsgebiet":[4987,5013],"produkt":[],"class_list":["post-29827","post","type-post","status-publish","format-standard","hentry","category-general","tag-amazon-en","tag-dsa-en","tag-vlop","rechtsgebiet-competition-law","rechtsgebiet-e-commerce-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>EGC: Amazon is a VLOP<\/title>\n<meta name=\"description\" content=\"Now confirmed by the courts: Amazon is a VLOP (Very Large Online Platform). 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