Update

Policy Changes

UK tribunal lets Amazon and Apple reseller class action proceed

Antoine

October 1, 2026

4 min

Summarize with AI

CEO at Nova Analytics

Antoine founded Nova Analytics to empower Amazon sellers with enterprise-grade analytics. He specializes in data architecture and building scalable solutions for e-commerce businesses.

Quick Summary

•The UK Competition Appeal Tribunal certified the On-Amazon part of the claim on September 28, 2026
•The claim alleges a 2018 deal limited which sellers could list Apple and Beats products on Amazon UK
•The claimant values the surviving part at 289 to 306 million pounds, including interest
•Apple and Amazon deny wrongdoing; nothing has been decided on the merits

Nova surfaces every Amazon fee, refund, and margin shift in your live P&L, across 23 marketplaces. View it in Nova

On September 28, 2026, the UK Competition Appeal Tribunal allowed a consumer claim against Apple and Amazon to proceed. The claim says the two companies agreed in 2018 to limit which sellers could offer Apple and Beats products on Amazon's UK marketplace. The tribunal's certification judgment keeps the claim about purchases on Amazon and drops the claim about purchases elsewhere.

According to Reuters, via CNA, Judge Kelyn Bacon called the Amazon marketplace claims "plausible, credible and grounded in the facts". The claimant values the surviving part at between £289 million and £306 million, including interest.

What happened

The claim on purchases made on Amazon's UK marketplace can proceed, subject to changes to the funding arrangements and the class representative's pay, as Solicitor News summarises.
The claim on Apple products bought directly from Apple or other retailers was refused. The judge described its theory of harm as "complex and speculative".
The class covers people who bought Apple or Beats products in the UK between October 31, 2018 and December 15, 2025.
Apple said it "strongly" disagreed and that the agreement aimed to tackle counterfeits. Amazon called the remaining claim "without merit".

Why it matters to sellers

The case tests a deal many brands want: a marketplace that only lets authorised sellers list their products. Amazon and Apple say the 2018 arrangement fought counterfeits. The claimant says it shut out resellers and raised prices. A UK court will now hear evidence on where that line sits.

For brands, the outcome could shape how far a marketplace agreement can go in removing resellers. For resellers, it is a reminder that being gated out of a brand is not always the end of the story. Neither group should change anything yet: certification is not a ruling on the merits.

What to do in the next 72 hours

If you are a brand, review any exclusivity or authorised-reseller clauses in your marketplace agreements with counsel, especially for the UK.
If you resell branded goods, keep records of any listing removals tied to brand restrictions, with dates and ASINs.
Do not confuse this with the separate UK claim brought on behalf of sellers. Our coverage of that case is here.

Where Nova fits

When a brand gates resellers out, the effect shows in its own sales by marketplace and ASIN. Nova tracks that per day in its Cockpit, so a change in who can sell your products is visible in your own numbers.

Frequently Asked Questions

Common questions about this topic

It certified the part of the claim covering Apple and Beats products bought on Amazon's UK marketplace, subject to changes to the funding and the class representative's pay. It refused the part covering purchases from Apple and other retailers.

The claimant alleges that Apple and Amazon agreed in 2018 to limit which sellers could offer Apple and Beats products on Amazon UK, reducing competition and raising prices. Both companies deny wrongdoing.

No. This is a consumer claim. The separate UK claim on behalf of Amazon sellers is a different case.

No. Certification only lets the claim proceed to trial. Nothing has been decided on the merits, and Amazon's brand restrictions are unchanged.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.

UK tribunal lets Amazon and Apple reseller class action proceed

Quick Summary

What happened

Why it matters to sellers

What to do in the next 72 hours

Where Nova fits

Frequently Asked Questions

What did the tribunal decide on September 28, 2026?

What is the claim about?

Is this the same case as the UK claim brought by sellers?

Does this change brand gating on Amazon today?

Verified Sources

What happened

Why it matters to sellers

What to do in the next 72 hours

Where Nova fits