Thread by @lewis_crofts

EU took on Amazon today in what is the first real 'Big Data' case (@vestager choice of words). Some thoughts:

1/ There will be a predictable fight over the market for online retail. Is Amazon the only place to shop? Or indeed the only place online to shop? Google, Facebook.../i

...have all argued they are part of a much wider market (for advertising or finding stuff on the web). This'll happen again, breeding comparisons with offline stores & online alternatives to selling. @EU_Commission has narrowed down to just market for online retail services.../ii

..and it has gone for FR & DE where @amazon is strongest (remember: UK left the EU) & thereby giving itself best shot at finding dominance.

2/ this is all about aggregated used of data. Not some dude at @amazon looking into your dad's online tool shop. It's about Big Data /iii

The allegation is that Amazon Retail gets huge advantage because it benefits from data-driven intel from Amazon Marketplace. Sellers must allow this data to be shared due to a business agreement. The issue is the transfer of this data from one part of Amazon to other /iv

But Amazon probably doesn't see it that way. It is one big company. Not silos. Same goes for other GAFA (think of all of Google's different Gmail, Search, Youtube etc). And there's a question of incentive. Amazon makes more money off 3rd party sellers, than its own sales /v

@vestager explained it other other traders bearing the risk as they hold inventory & present a range of products, attracting consumers & running a business. Then Amazon works out what sells well & wades into that slice of the market, benefitting from the "long tail" of others /vi

And it raises question of what Amazon can do to placate @EU_Competition Stop sharing data between its businesses? Only share certain kinds of data? Make it available to other retailers so they can compete? All new territory & likely to be watched by any online data-gatherer /end