There is no doubt that Amazon represents an incredible sales growth opportunity for many brands. After all, Amazon’s mammoth web traffic comprises individuals who have already made a buy decision before landing on the site.

The prevailing logic is that the more people you have selling your products, the better. After all, you’re going to attract more sales with more people doing the leg work, right? Wrong.

EU Competition law is incredibly stringent and applies both to horizontal and vertical relationships within the chain. Whilst it is obvious that price fixing horizontally between competing brands or competing suppliers would be illegal, implementation of the law is somewhat less obvious when considering the impact of vertical relationships such as that between a brand or manufacturer and its supplier.