Tribunal Clears Path for £37-Per-Customer Apple, Amazon Price Fix Class Action

A British consumer class action against Apple and Amazon over their 2018 agreement on sales of Apple products on Amazon's UK marketplace can proceed, but only for purchases made on Amazon's UK store. The Competition Appeal Tribunal certified the claim as opt-out collective proceedings, subject to changes to funding arrangements and the remuneration of class representative Justin Le Patourel.

The tribunal rejected claims covering purchases from Apple's website, physical stores, and other retailers, saying the expert evidence did not provide a credible methodology grounded in the facts. The case represents an estimated 28.9 million UK consumers who bought Apple or Beats products between Oct. 31, 2018, and Dec. 15, 2025.

The claim alleges that the October 2018 agreement excluded most Apple resellers from Amazon's UK marketplace and restricted rivals' ability to advertise there, resulting in higher prices. Data showed Amazon Retail's share of Apple product sales on the platform rose from 25% before the agreement to 99% afterwards.