Amazon appeals record $865m alleged EU data protection breach fine

Amazon has appealed a record $865 million fine for allegedly breaching the EU’s tough data protection laws.

The appeal was filed at the Luxembourg Administrative Tribunal on Friday, according to Luxembourg court spokesman Henri Eippers.

Amazon was hit by the hefty fine in July by Luxembourg’s data protection regulator, where Amazon’s EU headquarters is based.

The body claimed that the ecommerce giant broke the bloc’s General Data Protection Regulation (GDPR) through its processing of personal user data.

The decision was triggered by a 2018 complaint from French privacy rights group La Quadrature du Net.

Amazon has come under criticism over recent years after it has accrued large amounts of consumer data through its Alexa devices as well as its ecommerce platform.

READ MORE: Amazon reportedly copied third-party sellers’ products and rigged search results

The world’s largest retailer says it collects the user data to improve customer experiences and journeys.

It also plays down fears over its use by claiming it sets guidelines about what employees can do with it, despite regulators raising concerns that the company uses it to give itself an unfair advantage in the marketplace.

The EU’s data protection regulators’ powers have significantly increased since the bloc’s GDPR rules took hold in May 2018.

The law allows watchdogs to hand out fines of up to 4 per cent of a company’s annual global sales.

The probe adds extra pressure on Amazon’s EU division after German regulators launched a number of investigations into the company’s operations.

The UK is also conducting similar investigations.

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