New Delhi, Oct 9 (KNN) Competition watchdog has been approached by a group of online sellers, alleging that Amazon gives preferential treatment to large sellers such as Cloudtail and Appario Retail, which is hurting smaller rivals that depend on the platform for their livelihood.

The group of online sellers wants Amazon to be penalized for this.

As the marketplaces give preferential treatment to certain large sellers, small and medium sellers have complained about it. This partiality leads to unfair competition for 3^rd-party vendors on these platforms, small players have said 

They have written to several government bodies on the matter, including CCI, seeking intervention and calling for regulatory body to be setup for the sector.

Represented of 3,500 sellers on ecommerce platform the All India Online Vendors Association (AIOVA) has written to the Competition Commission of India (CCI).

Ecommerce platforms in India are not allowed to influence pricing of products sold on their platform.