Court: Amazon must label special offers more transparently

Amazon may not advertise discounts on the manufacturer's recommended retail price if these do not correspond to the last price actually charged.

(Image: Nikita Burdenkov/Shutterstock.com)

Jul 16, 2025 at 10:12 am CEST

2 min. read

By

Volker Briegleb

Online retailer Amazon will have to label some special offers differently in the future. The Munich I Regional Court ruled that the company's price advertising for its “Prime Deal Days” in October 2024 was illegal in three cases. The Baden-Württemberg Consumer Protection Agency had initially issued a warning to Amazon in the fall of 2024 and then sued for an injunction. The ruling is not yet final (Ref. 4 HK O 13950).

Discounts on MSRP

In their lawsuit, consumer advocates criticized Amazon for advertising wireless headphones at a 19 percent discount from the manufacturer's “recommended retail price” (RRP). In another case, the retailer referred to a “customer average price.”

The court agreed and ordered Amazon to cease this practice. The judges emphasized that, according to the Price Indication Regulation, discounts must refer to the lowest price of the last 30 days. This was also confirmed by the European Court of Justice last fall in a landmark ruling against the discount retailer Aldi Süd.

“The average consumer who orders from Amazon is familiar with 'Prime Deal Days' and expects Amazon to offer particularly low prices for a few days compared to those charged before the 'Prime Deal Days,'” the court said in its ruling. Amazon had withheld essential information from consumers, making the advertising unfair.

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Amazon announces appeal

Amazon intends to appeal the ruling. “We disagree with the court's decision and will appeal,” said a spokeswoman. The regulation on reduced price information is ambiguous and requires legal clarification. “We provide clear and accurate price information and comply with current industry standards, applicable laws, and regulatory guidelines.”

The Baden-Württemberg Consumer Protection Agency is also taking action against other major retailers for similar pricing tricks. Similar proceedings are underway against Media Markt/Saturn and discounters Penny and Aldi, among others.