Brussels — Amazon.com became the EU’s latest big tech target as regulators escalated a case into how it uses rivals’ sales data on its platform and added a new probe into whether it unfairly favours its own products.

The European Commission said it suspects Amazon violated antitrust rules over its use of non-public business data from independent sellers on its marketplace that could benefit the company’s own retail arm. The EU regulator will also probe how Amazon chooses products for a prominent “buy box” and whether Amazon pushes retailers to use its own logistics and delivery services...

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