India amends e-commerce rules: Amazon and Flipkart face a 30-day price test
India has notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, effective January 1, 2027, adding a 30-day prior price test, sponsored listing labels, dark pattern self-audits and mandatory National Consumer Helpline integration. Amazon, Flipkart, Meesho and the quick-commerce apps have 16 weeks to comply.