Amazon distances itself from Amazon Slots amid Italy probe

Amazon has formally denied any connection with the alleged online gambling platform known as “Amazon Slots,” following an investigation into its activities in Italy. The company confirmed it has not authorised the use of its brand, trademarks, or the image of its founder, Jeff Bezos, for gambling-related promotions, stating that it is a victim of fraudulent brand misuse.

The case emerged after advertisements circulated on social media platforms in Italian, promoting “Amazon Slots” through visuals closely resembling Amazon’s branding. The ads also featured manipulated images of public figures and promised bonuses such as free spins and no-deposit offers, a strategy designed to convey credibility and official status.

Italy’s Customs and Monopolies Agency has now confirmed that “Amazon Slots” and “Amazon Slot” are not among the operators authorised to offer remote gambling services in the country. According to the regulator, the official list of licensed operators remains the only valid reference for identifying legitimate platforms.

ADM stated that it has detected online content linked to the unauthorised brand and has initiated technical and legal checks under the current regulatory framework. Possible enforcement measures include reporting to AGCOM, sanctioning procedures, requests for the removal of unlawful content, and the blocking of websites operating without a licence.

The case highlights a broader challenge for the regulated iGaming market. Brand impersonation allows illegal operators to exploit consumer trust while avoiding compliance obligations imposed on licensed companies. It also raises questions around the effectiveness of advertising controls, particularly in jurisdictions such as Italy where gambling advertising is restricted.

For regulators, operators, and digital platforms, the “Amazon Slots” case underscores the need for stronger preventive measures to combat illegal gambling and protect market integrity.