Amazon Faces Intensified UK Competition from JD.com’s €2.2 Billion Bid
AMZN•JD.com has launched in Britain under the Joybuy brand and pursued Currys and Argos after its €2.2 billion bid for Ceconomy, threatening to intensify competition for Amazon in the UK. The UK will close the £135 de minimis customs loophole by October 2028 after an EU inquiry into Chinese state subsidies.
1. JD.com’s UK expansion
In June 2026 JD.com entered the UK market under the Joybuy brand and has pursued acquisition opportunities at Currys, Argos and Very Group following its €2.2 billion bid for German retailer Ceconomy.
2. EU subsidy inquiry
The European Commission launched an in-depth examination into Chinese state subsidies allocated to JD.com, scrutinising financing, tax incentives and grants that could distort the internal market and give it an unfair advantage.
3. UK customs reform
The UK government accelerated plans to close the £135 de minimis import threshold by October 2028, requiring duties on low-value overseas parcels previously exempt, aiming to level the playing field for domestic retailers.
4. Implications for Amazon
Amazon may face increased competitive pressure in the UK as JD.com’s state-backed expansion and upcoming tax reforms could erode its pricing edge and accelerate investments in marketing, logistics and local fulfilment operations.
