Amazon appeals against EU’s $865m data protection fine

US tech company challenges record penalty imposed by the data protection regulator in Luxembourg where the online retailer has its base in Europe

Amazon has appealed against a record €746m ($865m) penalty for allegedly violating the EU’s tough data protection rules.

The appeal was filed at the Luxembourg administrative tribunal on Friday, according to Luxembourg court spokesperson Henri Eippers.

The challenge comes after CNPD, Luxembourg’s data protection regulator, where Amazon has its EU base, slapped the US tech company with the fine in July.

The regulator ruled that Amazon violated the bloc’s general data protection regulation through its processing of users’ personal data. The decision was triggered by a 2018 complaint from French privacy rights group La Quadrature du Net.

The world’s biggest online retailer has drawn scrutiny in recent years for the vast trove of data it has amassed on a range of customers and partners, including independent merchants who sell on its retail marketplace, users of its Alexa digital assistant, and shoppers whose browsing and purchase history inform what Amazon shows them on its website.

The company says it collects data to improve the customer experience, and sets guidelines governing what employees can do with it. Some legislators and regulators have raised concerns that the company has used what it knows to give itself an unfair advantage in the marketplace.

EU data protection regulators’ powers have increased since the bloc’s rules took effect in May 2018. The law allows watchdogs to levy fines of as much as 4% of a company’s annual global sales.

The privacy probe adds to antitrust scrutiny of Amazon’s business in Europe. Amazon is being probed over its use of data from sellers on its platform and whether it unfairly favours its own products. Germany has several probes into Amazon’s sales. The UK is examining similar issues to the EU.