The Dutch consumer organization Consumentenbond has announced it is preparing legal action against Amazon and Bol, accusing the e-commerce giants of displaying fake discounts.
The group claims that the retailers are using misleading reference prices to create a false impression of savings for shoppers.
The allegations center on the practice of listing inflated original prices next to current sale prices, a tactic that regulators in several European jurisdictions have increasingly scrutinized.
If the claims hold up in court, the companies could face significant fines and be forced to overhaul their pricing display algorithms.
This development adds to a broader wave of consumer protection enforcement across Europe.
While the immediate market impact on Amazon’s stock remains limited, the threat of litigation introduces a new layer of operational risk for the company’s European operations.