La Autoridad garante de la Competencia y Mercado de Italia ha informado el jueves, 9 de diciembre de 2021, sobre la multa impuesta a la compañía. «Amazon ocupa una posición dominante absoluta en el mercado italiano de servicios de intermediación en el mercado, lo que le ha permitido favorecer su servicio de logística, denominado FBA, entre los vendedores activos en la plataforma Amazon.it, en detrimento de los operadores competidores en dicho mercado y reforzar su posición dominante», indica el organismo en un comunicado.
Según la Autoridad Antimonopolio, «las empresas han vinculado a la utilización del servicio de logística de Amazon el acceso a un conjunto de beneficios esenciales para obtener visibilidad y mejores perspectivas de ventas en Amazon. it», entre los que destaca «la etiqueta Prime, que permite vender con mayor facilidad a los consumidores más fieles y altamente dependientes», reporta DW.
Prime y el servicio de logística FBA
Prime «también permite participar en eventos especiales de Amazon, como Black Friday, Cyber Monday, Prime Day, y aumenta la probabilidad de que la oferta del vendedor sea seleccionada como Oferta en Escaparate y mostrada en el Buy Box».
La compañía, que ha infringido el artículo 102 del Tratado de Funcionamiento de la Unión Europea, también «ha impedido que los terceros vendedores asocien la etiqueta Prime a ofertas no gestionadas» por FBA.
La investigación de Antimonopolio «ha determinado esta funcionalidad de la plataforma Amazon.it crucial para el éxito de los vendedores y para el aumento de sus ventas», al tiempo que «a los terceros vendedores que utilizan FBA no se les aplica el estricto sistema de medición de rendimiento al que Amazon somete a los vendedores que no son FBA y cuyo incumplimiento también puede llevar a la suspensión de la cuenta del vendedor».
«De este modo, Amazon ha perjudicado a los operadores de logística de comercio electrónico competidores, impidiéndoles ofrecerse a los vendedores en línea como proveedores de servicios de calidad comparable a la logística de Amazon. Estas conductas han aumentado así la brecha entre el poder de Amazon y el de la competencia, incluso en la entrega de pedidos de comercio electrónico», se explica en la nota.
Estrategia abusiva
Además, «los mercados competidores se han visto perjudicados por el abuso: debido al coste de la duplicación de almacenes, los vendedores que adoptan la logística de Amazon se ven disuadidos de ofrecer sus productos en otras plataformas en línea, al menos con la misma gama de productos».
El organismo considera que esta estrategia abusiva era especialmente grave y, teniendo en cuenta su duración, los efectos ya producidos y el tamaño del grupo, ha decidido imponer la multa de más de 1.000 millones de euros.
Por Agencia
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