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Today’s Maze

The European Commission wants online stores to show predictable mandatory fees in the first price and get explicit consent before a free trial turns paid. For subscription teams, the reminder before the first charge would give shoppers a second chance to decide. While lawmakers weigh the proposal, retailers can use refund requests and support tickets to find where customers already run into trouble.

News

  • 1️⃣ EU proposal would show known fees upfront and require paid-trial consent

  • 2️⃣ US and China extend some tariff and port-fee relief into January

  • 3️⃣ Dollar General adds Instacart delivery from about 20,000 US stores

Insights

  • 4️⃣ Electronics led among five categories for surveyed European AI shoppers

  • 5️⃣ Anthropic and OpenAI dominate a snapshot of Amazon-backed AI companies by valuation

  • 6️⃣ Surveyed US AI users preferred AI for comparing products over buying

LET’S ENTER THE MAZE!

1️⃣ News

EU proposes upfront prices and paid-trial consent

The Maze: The European Commission proposed rules for businesses selling to EU consumers online. Shoppers would see predictable mandatory fees in the first price and would have to agree before a free trial turns paid. The European Parliament and EU governments still have to consider the proposal.

Excerpt from the European Commission factsheet on free trials, automatic renewals, cancellation and human customer service.

Source: European Commission factsheet. The Commission’s proposed changes to free trials, renewals and cancellation. © European Union, cropped, CC BY 4.0.

  • 🏷️ Show the full price earlier. Sellers would include unavoidable fees they already know about when a price first appears. The proposal also targets fake stock warnings and paid extras that shoppers have to remove.

  • 💳 Give customers a real choice. Sellers would send a reminder with the paid terms before the trial ends. If shoppers do not explicitly agree, they would not be bound to the paid plan. Sellers that offer online signup would also need a prominent way to request cancellation.

Our take: Retailers selling into the EU can check where shoppers run into problems today, while the rules are being debated.

  • 📊 Find the costly surprises. In the Commission’s consumer survey, 26% of online buyers reported a purchase problem they felt warranted a complaint, compared with 16% of offline buyers. The survey cannot pinpoint the cause. Start with what customers flag in refunds and support tickets.

  • 🚪 Test the exit. Amazon committed to a two-step Prime cancellation process on its EU sites in 2022. Subscription teams can count how many steps customers take to leave today and check where they give up.

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2️⃣ News

US and China extend tariff and port-fee relief

The Maze: The US and China extended parts of their trade truce into January. Importers with eligible goods keep some tariff relief, and ships that would face special port fees have another two months before those charges could return.

Donald Trump and Xi Jinping standing in the Oval Office during their September 24, 2026 summit

Source: White House photo by Daniel Torok. Donald Trump and Xi Jinping at the White House during their September 24, 2026 summit.

  • 📦 US relief covers specific goods. The US renewed 178 existing tariff exemptions on Chinese goods. To qualify, goods must match the listed descriptions and enter US commerce before 11:59 p.m. Eastern on January 9.

  • 🚢 Both sides kept port charges on hold. The US pause runs through January 9 Eastern time and also covers duties on some Chinese port equipment. China’s pause on special fees for US-linked ships lasts until January 10.

  • 🧾 China kept part of its tariff. The Chinese tariff commission kept an extra 10% duty on US-origin goods under this measure while deferring another 24 percentage points.

Our take: Importers have two costs to check on January orders. The product’s duties depend on customs. Any freight surcharge depends on the carrier.

  • 📋 Check each product. The US confirmed in October that its underlying 2018 China tariffs still apply. Check which duties remain before pricing the next order.

  • 🧮 Read the freight terms. Maersk told customers in 2025 it planned no surcharge for the vessel fee. That makes the carrier’s current terms worth checking before assuming it will pass a fee through.

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3️⃣ News

Dollar General goes live on Instacart

The Maze: Dollar General now takes same-day orders through Instacart, a grocery delivery app and website, at about 20,000 stores in 48 U.S. states. Customers can buy essentials from a nearby participating Dollar General or pOpshelf, the retailer’s home and party goods chain.

Instacart’s Dollar General app storefront with a no-markups label and grocery listings alongside a Dollar General store

Source: Instacart. The launch image shows the Dollar General storefront in the Instacart app alongside a physical store.

  • 🏪 A wider rollout. The September agreement outlined a pilot at about 7,000 stores in six states. Instacart confirmed the larger rollout on November 10.

  • 📦 Same-day from the store. Shoppers order in Instacart and get goods delivered from a local location. Instacart advertises delivery in as little as 30 minutes where available.

Our take: Dollar General gets another chance to win the order from someone who already opens a delivery app when they run out of milk.

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4️⃣ Insight

Horizontal bars show consumer electronics 53%, fashion and apparel 41%, travel and experiences 35%, beauty and care 33%, groceries 27%.

The Maze: Deloitte surveyed shoppers across 15 European countries in May 2026. Among 7,512 respondents aged 18–59 who had used AI while shopping, electronics led the five reported categories.

Our take: Electronics retailers have two chances to win. Help the shopper choose a model, then make the offer worth choosing.

  • 🔎 Make specs comparable. Across categories, among the 7,512 AI shoppers, 57% used AI to compare products. List dimensions and compatibility against the exact model number so an assistant can narrow the options.

  • 📦 Show the full cost. Across categories, among the same 7,512 AI shoppers, 39% used retailer websites at the purchase stage. Put delivery and installation costs beside the price so shoppers can compare offers once they have a model in mind.

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5️⃣ Insight

Ranking of 11 private AI companies backed by Amazon, with Anthropic and OpenAI accounting for about 87% of the listed company valuations.

The Maze: Amazon backs Anthropic, the maker of Claude, and OpenAI, the maker of ChatGPT. Their size dominates a snapshot of 11 private AI companies Amazon had backed as of October 2026.

  • 📊 Two labs account for about 87%. In Ben Carden's October 22 tally, Anthropic and OpenAI were worth $1.82 trillion of the $2.10 trillion combined. The tally adds up full company valuations from funding rounds and deals, some of them reported estimates.

  • 💵 Amazon funded its OpenAI investment. Its filing shows that by September 30 Amazon had funded $50 billion in OpenAI preferred stock, a class of shares with special terms.

Our take: The OpenAI deal and the robotics investments give Amazon two ways to put its capital to work.

  • ☁️ Sell computing power. The OpenAI agreement includes planned use of Amazon’s Trainium chips, processors used to run AI workloads. That creates a potential source of cloud sales even if the value of its OpenAI stake stalls.

  • 📦 Test the warehouse case. The list includes five robotics firms valued at about $57 billion combined. A small share of the total can still matter on the warehouse floor if a robot lowers the cost of a repetitive task. A funding valuation alone cannot tell an operator whether it will.

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6️⃣ Insight

Among 823 US weekly generative AI users aged 15–80, 44% preferred AI for comparing products, 38% for comparing prices, 34% for recommendations, 31% for finding the best place to buy, 28% for specific product information, and 9% for completing a purchase.

The Maze: EMARKETER asked 823 US residents aged 15–80 who used generative AI weekly which shopping tasks they preferred to use it for. Its April 2026 figures show stated preferences, and respondents could favor AI for more than one task.

Our take: Retailers can compete to be the seller an assistant recommends while keeping the purchase on their own site.

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THAT’S IT FOR TODAY!

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See you next time in the maze!

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