E-commerce is growing on an everyday basis, and there is one undertaking which became the denominator of the impact made by digital marketplaces and e-commerce on brick and mortar businesses. This undertaking is Amazon. With its unique business structure, Amazon is not one of many. Apart from having a hybrid role as a platform service provider and a retailer, it is also active in other business lines. Although it was not in the centre of antitrust authorities’ attention before, now it could be the time for authorities on both sides of the Atlantic to assess the tech giant’s hybrid role.