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This article examines the ECJ�s July 2016 judgment in Verein für Konsumenteninformation (VKI) v Amazon EU, a case which sits at the crossroads of consumer protection, data protection and private international law. VKI, an Austrian consumer protection association, brought a claim for an injunction to preclude the use of unfair terms in Amazon EU�s standard terms and conditions (T & Cs); the Austrian Supreme Court ultimately sought a preliminary ruling from the ECJ for clarification on the applicable conflicts rules to determine the law that governs the consumer and data protection dimensions of the cross-border collective action. The article begins by setting out the facts of the case; it then situates the challenge to Amazon�s T & Cs in the current contexts of consumer and data protection and analyses the key dimensions of consumer and data protection arising in the case. To conclude, the article offers reflections on the interplay of consumer enforcement, data protection and private international law in light of the ECJ�s judgment.
