Yeah, as I said I don't know the exact border of legality. I wouldn't be surprised if: a) This would only be an issue in the EU, and Amazon is sticking to bloc

Yeah, as I said I don't know the exact border of legality. I wouldn't be surprised if: a) This would only be an issue in the EU, and Amazon is sticking to blocking on .com. b) The wording of the law is intentionally vague ("Such that a reasonable person would expect..." etc.) and Amazon believes to either be in the clear or that at least the risk/reward is good enough. To name another example of "kinda maybe I'm not sure"-legality. Supermarket home-brands. I remember a few years a go here in the Netherlands there was a price war going on between supermarkets and the producers were caught in the middle, and as a result of ever-dropping prices they did start to complain that it was anti-competitive to allow supermarkets to also be producers as in an ideal market it would be impossible for the producers to offer the same price-point for the same products. I don't believe it went anywhere, but I do feel they kinda have a point. Although I wouldn't be for banning supermarkets from having their own brand (not that it would really be possible anyway, given modern corporate structures).