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Japan Approves Amazon Pricing Reforms, Ending Antitrust Probe

By  |  November 11, 2026
Japan Approves Amazon Pricing Reforms, Ending Antitrust Probe

Japan’s antitrust regulator approved a reform plan submitted by Amazon.com Inc.’s Japanese subsidiary on Wednesday, resolving an investigation into allegations that the online retailer pressured third-party merchants to match or undercut prices offered on competing e-commerce platforms, according to The Mainichi.

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    The Japan Fair Trade Commission accepted the proposal from Amazon Japan G.K. under a procedure that allows companies to voluntarily address competition concerns without a formal finding of wrongdoing or a corrective order.

    The investigation focused on Amazon’s requirements for merchants seeking prominent placement in its “buy box,” a feature that highlights a selected seller’s offer and allows customers to purchase products quickly.

    According to The Mainichi, merchants seeking that placement had been required to offer what Amazon described as competitive prices, meaning prices equal to or lower than those available on rival shopping websites.

    Under the approved reforms, Amazon Japan will eliminate that requirement and instead prioritize the lowest-priced offers available on its own platform when determining product visibility.

    The previous system raised concerns that merchants could face reduced profit margins if they lowered prices to qualify for prominent placement, while those unwilling to comply risked losing visibility among Amazon shoppers, according to the report.

    Related: Japan Steps Up Tech Oversight With Microsoft Cloud Probe

    Japan’s competition regulator accepted the changes through its commitment procedures, which allow companies under investigation to propose voluntary remedies rather than face formal enforcement orders.

    The commission welcomed the resolution, saying the issue was being addressed more quickly than similar competition matters in other countries, The Mainichi reported.

    Amazon Japan said it would increase transparency and provide shoppers with sufficient information to make purchasing decisions. The company also pledged to continue discussions with the regulator and improve its customers’ shopping experience.

    The Japanese decision comes as Amazon faces a separate antitrust lawsuit in the United States brought by the Federal Trade Commission and more than a dozen state attorneys general. That case includes allegations that Amazon’s pricing practices discourage competing online retailers from offering lower prices.

    Source: The Mainichi