The Implications of Amazon's Failed Acquisition of iRobot: Competition, Prices, and Innovation in the Robot Vacuum Cleaner Market

WriterEmily Thompson

30 January 2024

The Implications of Amazon's Failed Acquisition of iRobot: Competition, Prices, and Innovation in the Robot Vacuum Cleaner Market


The recent decision by Amazon and iRobot to terminate their agreement has sent shockwaves through the smart home market. As a consumer who has embraced the 'smart home' revolution, I have been closely following the developments in this industry. In this blog post, I will discuss the implications of Amazon's failed acquisition of iRobot and how it could have affected competition, prices, and innovation in the robot vacuum cleaner market.

The Rise of the Smart Home

Before diving into the details of the failed acquisition, let's take a moment to appreciate the significance of the 'smart home' revolution. Over the past decade, we have witnessed a rapid digitalization of our homes, with devices like voice assistants, smart thermostats, and security systems becoming commonplace. One of the key players in this revolution is iRobot, the manufacturer of the popular 'Roomba' robot vacuum cleaners.

Amazon's Dual Role

Amazon, on the other hand, is not just a retailer but also an online marketplace. It operates local marketplaces in several European countries, including France, Germany, Italy, and Spain. These Amazon Stores serve as the main sales and discovery channel for customers looking to purchase robot vacuum cleaners in the European Economic Area (EEA).

The Failed Acquisition

In 2022, Amazon announced its intention to acquire iRobot for approximately €1.56 billion. However, the European Commission launched an in-depth investigation into the proposed acquisition, closely examining Amazon's dual role as a platform operator and a market participant. The Commission's preliminary findings indicated that the acquisition would have allowed Amazon to foreclose iRobot's rivals by restricting or degrading their access to the Amazon Stores.

Potential Anti-Competitive Practices

The Commission identified several potential anti-competitive practices that Amazon could have employed if the acquisition had gone through. Firstly, Amazon could have delisted or not listed rival robot vacuum cleaners, reducing their visibility on the marketplace. This would have made it harder for consumers to discover and compare alternative products, ultimately limiting competition.

Secondly, Amazon could have limited access to certain widgets or commercially attractive product labels, giving iRobot an unfair advantage over its rivals. By controlling the platform, Amazon would have had the power to manipulate the visibility and prominence of different products, potentially stifling competition.

Thirdly, Amazon could have raised the costs for iRobot's rivals to advertise and sell their robot vacuum cleaners on the Amazon marketplace. This would have created a significant barrier to entry for smaller competitors, further consolidating iRobot's market dominance.

Implications for Consumers

The potential consequences of this acquisition for consumers are concerning. With iRobot's rivals facing restricted access to the Amazon Stores, consumers would have had fewer options to choose from. This lack of competition could have led to higher prices, lower quality products, and less innovation in the robot vacuum cleaner market.

Consideration for Rivals and Customers

The European Commission's decision to block the acquisition was based on the consideration of the impact on both rivals and customers of the merged entity. In this case, iRobot heavily relies on Amazon's infrastructure and customer reach to be successful in the EEA market. If Amazon had acquired iRobot, it would have had the power to control and potentially manipulate the market, creating an unfair advantage for itself.


The failed acquisition of iRobot by Amazon serves as a reminder of the importance of competition in the smart home market. As consumers, we rely on a diverse range of products and choices to meet our needs and preferences. The European Commission's decision to block the acquisition was a step in the right direction to protect competition, innovation, and ultimately, the interests of consumers.

In the future, it will be crucial for regulatory bodies to closely monitor similar transactions and ensure that they do not result in anti-competitive practices. As consumers, we should also stay informed and support companies that promote fair competition and innovation in the smart home market.

About the author
Emily Thompson
Emily Thompson
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Emily Thompson is a renowned Vacuum Tech Analyst and Writer, known for her in-depth reviews and cutting-edge news on the latest in vacuum technology. With a knack for breaking down technical jargon into easy-to-understand language, Emily has become a trusted voice in the vacuum tech community.

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