In August 2022, Amazon announced its plans to acquire iRobot, a leading manufacturer of smart vacuum cleaners, for $1.6 billion. While the acquisition has been approved by American and British regulators, the European Commission has launched an in-depth investigation into the deal, citing potential anticompetitive practices.

The European Commission’s concerns center around Amazon’s dominance in the online marketplace and its potential to use its market power to stifle competition from other vacuum cleaner manufacturers. Amazon is already the largest online retailer in Europe, and the acquisition of iRobot would give it control over a significant portion of the smart vacuum cleaner market. The Commission has expressed concerns that Amazon may use its market power to limit the availability of iRobot’s products on other online marketplaces, such as those operated by its competitors. This could potentially make it more difficult for other manufacturers to compete with iRobot and Amazon in the smart vacuum cleaner market. In addition, the Commission has also raised concerns about the potential impact of the acquisition on innovation in the market. With Amazon controlling a significant portion of the market, there may be less incentive for the company to invest in research and development, potentially stifling innovation and limiting consumer choice. The investigation is ongoing, and the European Commission has requested information from Amazon and iRobot to better understand the potential impact of the acquisition. 

If the Commission finds that the acquisition violates antitrust rules, it may block the deal or require Amazon to make significant changes to its business practices. The acquisition has already been approved by American and British regulators, but the European Commission’s investigation highlights the potential risks of large tech companies acquiring smaller competitors. As the digital economy continues to grow, it is increasingly important to ensure that these deals do not harm competition and limit consumer choice.

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