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2023-11-28 10:43 AM

Amazon’s iRobot Buy Faces EU Scrutiny: Will Competition Thrive or Dive in the Robot Vacuum Revolution?

  • European regulators raise concerns that Amazon's $1.7 billion acquisition of iRobot may restrict competition in the market.
  • Statement of objections cites potential market foreclosure and impact on rivals.
By Lethabo Ntsoane

In a surprising turn of events, the European Commission has issued a statement of objections to Amazon regarding its proposed $1.7 billion acquisition of iRobot, the renowned maker of Roomba vacuum cleaners.

Background of the Acquisition

Amazon’s announcement of its intention to acquire iRobot in August 2022 initially appeared to be a strategic move to expand its presence in the rapidly growing smart home devices market. However, this move did not go unnoticed by regulatory bodies, both in Europe and the United States.

While British regulators cleared the deal in June 2023, the European Commission initiated an investigation in July of the same year. The Federal Trade Commission in the United States also sought information from both Amazon and iRobot in September 2022, indicating a global interest in ensuring fair competition and preventing anti-competitive practices.

European Commission’s Concerns

The European Commission’s statement of objections reveals a preliminary view that the proposed acquisition could lead to a restriction of competition in the robot vacuum cleaner market. This comes as a surprise, given earlier reports that the deal was expected to receive unconditional approval.

Key Concerns Raised by the European Commission:

  1. Potential Market Foreclosure:
    • The Commission suggests that Amazon, as the potential owner of iRobot, might have both the “ability and the incentive to foreclose iRobot’s rivals.” This could manifest through actions such as delisting or reducing the visibility of competitor robot vacuum cleaners on the Amazon marketplace.
  2. Competition Impact:
    • The concern is rooted in the belief that Amazon’s dominance in e-commerce, coupled with its ownership of iRobot, could create an environment where competition in the robot vacuum cleaner market is stifled, ultimately limiting choices for consumers.

Regulatory Scrutiny on a Global Scale

While British regulators have given their nod to the acquisition, the European Commission’s move underscores the complexity of regulatory scrutiny on a global scale. The differing conclusions drawn by regulatory bodies in different regions highlight the nuanced nature of competition concerns in the evolving landscape of e-commerce and smart home devices.

Regulatory BodyDecisionDate
European CommissionStatement of Objections
British RegulatorsClearedJune 2023
Federal Trade Commission (U.S.)Information RequestedSeptember 2022

Amazon’s Response and Future Steps

Amazon, undeterred by the objections, is poised to respond to the European Commission’s concerns. In a statement, Amazon spokesperson Alexandra Miller stated, “We continue to work through the process with the European Commission and are focused on addressing its questions and any identified concerns at this stage.”

Amazon’s Perspective:

Amazon sees the acquisition as an opportunity to bolster iRobot’s capabilities and offerings, fostering innovation while potentially lowering prices for consumers. The company remains confident in the benefits the deal could bring to the competitive landscape.

The Road Ahead: Timelines and Decision-Making

The European Commission’s statement of objections initiates a process where Amazon can provide responses and request an oral hearing to present its case. The final decision regarding the acquisition is expected to be reached by February 14th, 2024. This timeline allows for a thorough examination of the evidence and arguments presented by both parties.

Potential Impact on Consumers and the Market

The outcome of the European Commission’s decision holds significant implications for consumers, as well as the broader market for smart home devices. If the acquisition proceeds without restrictions, it could reshape the landscape of robot vacuum cleaners, potentially influencing innovation, pricing, and consumer choice.

Consumer Concerns:

Consumers may find themselves with a narrower array of choices if the concerns raised by the European Commission materialize. The potential foreclosure of iRobot’s rivals on the Amazon marketplace could limit the visibility and availability of alternative robot vacuum cleaners, impacting consumer choice.

Market Dynamics:

The smart home devices market is marked by intense competition and rapid technological advancements. The acquisition of iRobot by Amazon could either enhance or hinder the vibrancy of this market, depending on how regulatory concerns are addressed.

Global Perspectives and Implications for South African Consumers

While the focus of the regulatory scrutiny is primarily on European and U.S. markets, the implications could extend to South African consumers, given the global nature of e-commerce. The smart home devices market in South Africa has been steadily growing, and any changes in the global landscape could have a ripple effect on local consumer choices.

South African Market Dynamics

In South Africa, consumers have been increasingly adopting smart home technologies, including robot vacuum cleaners. The potential consequences of the Amazon-iRobot deal resonate with local consumers who value a diverse market with choices catering to different preferences and budgets.


As the Amazon-iRobot acquisition undergoes regulatory scrutiny, the complexities of global competition and market dynamics come to the forefront. The European Commission’s statement of objections adds a layer of uncertainty, emphasizing the need for a balanced approach that ensures fair competition while fostering innovation and consumer choice.

The decision, when it comes in February 2024, will not only shape the future of the robot vacuum cleaner market but will also have broader implications for the evolving landscape of e-commerce and smart home devices globally, including its impact on South African consumers.

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Lethabo Ntsoane

Lethabo Ntsoane holds a Bachelors Degree in Accounting from the University of South Africa. He is a Financial Product commentator at Rateweb. He is an expect financial product analyst with years of experience in reviewing products and offering commentary. Lethabo majors in financial news, reviews and financial tips. He can be contacted: Email: lethabo@rateweb.co.za Twitter: @NtsoaneLethabo