Amazon, the global e-commerce powerhouse, is once again under scrutiny, this time in the UK. On 14 August 2025, the Association of Consumer Support Organisations (ACSO) filed a collective lawsuit with the UK’s Competition Appeal Tribunal, representing millions of shoppers and alleging violations of competition law that may have resulted in widespread overcharging.
According to ACSO, the case centers on Amazon’s price-parity policies, which the group contends have unfairly impacted as many as 45 million UK consumers. The allegations span a six-year period from August 2019 to August 2025, during which ACSO argues customers were forced to pay inflated prices when purchasing from third-party sellers on Amazon’s marketplace.
Allegations of Anti-Competitive Conduct
At the heart of the lawsuit is the claim that Amazon’s price-parity policies restrict third-party sellers from offering lower prices for their products on alternative online platforms. In practice, ACSO argues, this prevents fair competition across the e-commerce marketplace.
By limiting sellers, Amazon allegedly shields itself from competitors who might otherwise undercut its prices, resulting in a less competitive environment that ultimately disadvantages consumers. If upheld, the claim could entitle affected shoppers to significant reimbursement for excess costs they paid during this six-year window.
ACSO founder and executive director Matthew Maxwell-Scott highlighted the gravity of the case:
“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.
ACSO is therefore bringing collective proceedings against Amazon to ensure that consumers can obtain redress for the considerable losses they have suffered. Collective actions such as these are an excellent way for consumers to exercise their rights and for anti-competitive corporate behaviour to be challenged.”
The remarks highlight both the scope of the potential harm and the broader consumer protection messages ACSO is hoping to advance through the legal challenge.
Legal Forces Behind the Claim
To pursue the claim, ACSO has enlisted the support of prominent legal teams and specialists. The international law firm Stephenson Harwood for the proposed proceedings, as well as Ben Lask KC, Luke Kelly, Jenn Lawrence of Monckton Chambers, and The Brattle Group.
Quierin emphasized the case’s importance, stating:
“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. We are grateful that ACSO has instructed Stephenson Harwood, and we look forward to securing compensation for the millions of consumers who have been affected by Amazon’s alleged anti-competitive conduct.”
Amazon and Global Scrutiny
For Amazon, this lawsuit adds to a growing list of challenges around the world involving its marketplace conduct and pricing strategies. Competition authorities in the US, Europe, and beyond have previously examined the e-commerce giant’s policies, questioning whether the company’s dominance allows it to tilt the playing field in ways that undercut rivals and disadvantage consumers.
While Amazon has not yet issued a detailed response to this particular lawsuit, its long-standing corporate ethos of being “customer-obsessed” is now squarely in question. Regulators, advocacy groups, and legal authorities will all be watching closely to see whether the company can continue to defend its approach or if changes to its marketplace rules will be required as a result of the proceedings.
What This Means for UK Consumers
If the collective action proceeds successfully, the outcome could pave the way for millions of UK consumers to obtain direct compensation from one of the world’s most powerful companies. The claim could set an important precedent in how platform operators manage third-party seller policies, shaping the future of digital marketplaces across the UK and potentially beyond.
For everyday shoppers, the case highlights the hidden costs that may arise from policies operating behind the screens. What might appear to be convenient, competitively priced shopping could instead be costing consumers far more than they realize.
The sheer scale of 45 million consumers, allegedly affected, positions this lawsuit as one of the largest collective actions of its kind in the UK. If successful, the ruling could not only return substantial sums to consumers but also challenge dominant digital platforms to become more transparent and fair in their practices.
The Bigger Picture
Beyond the legal complexities, the lawsuit speaks to larger issues around accountability, consumer rights, and the power of big tech platforms in modern commerce. As e-commerce becomes increasingly central to everyday life, the balance between convenience, competition, and consumer protection is coming under sharper focus.
For now, all eyes are on the Competition Appeal Tribunal as Amazon prepares to defend itself against allegations that, if upheld, could cost it and potentially save UK consumers untold millions.
