2023-07-10 14:18:00
Update (07/10/2023) – EB
iRobot was acquired by Amazon for $1.7 billion in 2022. However, now the European Commission is investigating whether this operation could harm the market for smart home devices in Europe and the United States. In this way, the acquisition of iRobot can be barred by the European regulatory body.
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According to AndroidHeadlines, the European Commission’s concern is that iRobot’s competitors will be harmed by Amazon, as it may privilege its products by being advertised in its own store, which is one of the largest marketplaces in the US and Europe.
The European Commission document mentions that Amazon could favor iRobot in search results on its website and charge higher prices from competing brands.
Another detailed point is Alexa support, which may be limited to Amazon’s own devices and iRobot vacuum cleaners, putting the competition at a disadvantage.
The agency also fears that Amazon will use data collected by smart vacuum cleaners in targeted , which would constitute an unfair advantage over the entire market, as iRobot devices are able to map the entire user’s case using their sensors, which means that the The amount of data obtained is immense.
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In defense of Amazon, spokeswoman Alexandra Miller said:
We continue to work through the process with the European Commission and are focused on addressing your questions and any concerns identified at this stage. iRobot, which faces intense competition from other vacuum cleaner suppliers, offers practical and inventive products. We believe that Amazon can provide a company like iRobot with the resources to accelerate innovation and invest in critical resources while lowering prices for consumers.
The European Commission’s investigations into the merger are ongoing. The expectation is that the agency will announce whether it approves the acquisition by November 15.
Original article (08/06/2022)
Amazon announces purchase of robot vacuum cleaner company iRobot for $1.7 billion
The trading price represents a 22% upside from iRobot’s last closing price, which was quoted at US$ 49.99. With the purchase, Amazon strengthens its presence in the smart home products segment.
“Over many years, the team at iRobot has proven its ability to reinvent the way people clean with incredibly practical and inventive products,” said Dave Limp, senior vice president of devices at Amazon.
iRobot was created in the 90s and launched the Roomba robot vacuum cleaner in 2002. The company’s operation should continue to be led by the current CEO, Colin Angle, and will also maintain its brand, at least for now.
In this way, iRobot’s robot vacuum cleaners join the family of devices such as Alexa, Astro, Amazon’s wheeled assistant, the Ring security camera line and other company devices aimed at home use.
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The purchase did not take the entire market by surprise, given that the two companies had been getting closer for a few years, since Amazon began providing some device software for iRobot, such as the AWS cloud service.
“Amazon shares our passion for creating smart innovations that empower people to do more at home, and I can’t think of a better place for our team to continue our mission,” said iRobot President and CEO Colin Angle.
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