Dutch consumer watchdog tracked 1,142 products across Amazon and Bol.com, finding 108 misleading discounts that violated EU pricing rules. Both platforms deny the claims.
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The Dutch Consumer Association (Consumentenbond) sent cease-and-desist letters to Amazon and Bol.com last week, demanding an immediate end to discount practices that violate European pricing rules, the group said in a press release.
For two months, the association tracked prices on products carrying discounts tied to the FIFA World Cup. Of 1,142 products monitored, 323 displayed a crossed-out price and a discount percentage at least once. Under European regulations, those percentages must be based on the lowest selling price in the prior 30 days.
On Amazon, 46 of 113 deals were misleading. On Bol, 62 of 210 promotions were misleading. In both cases, the actual price before the deal was lower than the advertised "regular" price, the association said.
A Bluetooth speaker on Amazon was listed at €147, described as a 26% discount off a "regular price" of €199.99. The speaker had sold for €133 for nearly a month before the promotion. The discounted price was higher than the regular price, the association said.
On Bol, a television was offered at €349 with a 12% discount off a crossed-out price of €399. The product had never cost €399 in the prior 60 days. It sold for €349 for most of that period, and for €329 on July 6 – the lowest price within the statutory 30-day window.
"We have been investigating fake discounts for years and have called out retailers when they do not follow the rules," said Sandra Molenaar, director of the Consumer Association. "This has already led to changes at Coolblue and Wehkamp, so a change is possible. Amazon and Bol continue to lure customers with these offers, even though these platforms know the rules."
Both platforms responded and said they do not agree with the association's claims, the release said. The association said it would take legal action if the companies do not comply.
"As far as we are concerned, enough is enough," Molenaar said. "We demand that Amazon and Bol comply with pricing regulations and provide an accurate representation of the savings in their offers. If they fail to do so, we will take legal action."
The association focused its research on Bol and Amazon because they are the two largest online platforms in the Netherlands. Previous investigations led to changes at Coolblue and Wehkamp, the group noted.
"We continuously monitor prices and have a warning for other sellers: in the run-up to Black Friday, we will once again be strictly monitoring for fake deals and taking action against violators," Molenaar said. "In the meantime, we urge consumers to report any suspicious offers to us."
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