natgillin/translations-raw huggingface dataset:
Enhver skuffelse fører hurtigt til tab af kunder, eftersom de nemt kan skifte mellem konkurrerende virksomheder.
Moreover, any costs that LuxSCS did incur were financed with its primary source of income, i.e. the royalty payments it received from LuxOpCo .
Dette er et tegn på, at Amazons brand og omdømme i høj grad er afhængige af, at kunderne hele tiden får en yderst tilfredsstillende service.
LuxSCS also does not own any other asset that could be said to contribute to the development, enhancement, management or exploitation of the Intangibles.
Værdiskabelse i forbindelse med Amazons brand i Europa må derfor siges at finde sted på niveau med LuxOpCo og de lokale filialer i EU.
While intangible assets resulting from the purchase of IP are capitalised on LuxSCS's balance sheet since 2011, those acquisitions have been managed and controlled not by LuxSCS, but by Amazon companies in the US and LuxOpCo, as explained in Recital 425.
Den opnås ikke fra LuxSCS i henhold til licensaftalen eller fra A9 og ATI i henhold til CSA-aftalen, eftersom det er LuxOpCo og de lokale filialer i EU, der træffer alle strategiske beslutninger angående sortiment, pris og brugervenlighed i Europa som forklaret i betragtning 478-499.
The other assets presented on its balance sheets are primarily held in its capacity of sole shareholder of LuxOpCo and one other group entity, Amazon Eurasia Holdings S.a.r.l., Luxembourg.
Under alle omstændigheder skabes Amazons mærkeværdi ikke af Amazon.com.
They are not related to the License Agreement, which is the subject matter of the contested tax ruling and this Decision.
Amazon.co.uk, Amazon.de, Amazon.fr etc. opfattes alle som lokale brands og bidrager til værdien af varemærket i Europa.
Finally, while LuxSCS provided loans to LuxOpCo out of the profits accumulated from the royalties paid by the latter to the former under the License Agreement, the provision of loans does not constitute a valuable contribution to the development, enhancement, management, and exploitation of the Intangibles.
Amazon var desuden kendt som forhandler af bøger og medier, da det kom ind på det europæiske marked, men dette omdømme hjalp ikke med lanceringen af andre produktkategorier eller Amazons tredjepartsforretninger.
As explained in Recital 183 and footnotes 177 to 179, the amount of those loans actually seems to have increased in line with the excessive part of the royalty payments, since LuxOpCo retained the portion of the royalty which was not used for the Buy-In and CSA Costs as paid on to A9 and ATI under the CSA.
Det krævede en yderligere indsat fra de lokale teams side at gøre kunderne opmærksomme på, at Amazon lancerede en ny produktkategori, som kunder kun registrerer over tid .
Risks assumed by LuxSCS
Amazon hævder også, at deres markedsføringsaktiviteter er yderst afhængige af teknologi.
The starting point to determine whether a party to an intra-group transaction has assumed economically significant risks is the contractual assumption of risks between the parties to that transaction.
Ifølge Amazon består deres primære markedsføringsstrategier af sponsorerede links, deres Associates Programme og e-mail-markedsføring.
However, a party that contractually assumes such risks should be able, on the one hand, to control those risks (operational capacity) and, on the other hand, to financially assume those risks (financial capacity).
Som forklaret i betragtning 173 udføres rekrutteringen af lokale partnerwebsteder til Amazons Associates Programme af lokale teams.
In this context, control should be understood as the capacity to make decisions to take on the risk and to manage it.
I Europa er det LuxOpCo og EU's lokale datterselskaber, der sikrer Amazons online markedsføring på baggrund af deres lokale ekspertise, f.eks. hvilke partnerwebsteder der er relevante for deres detailsalg på de lokale markeder.
It is therefore crucial to determine how the parties to the transaction operate in relation to the management of those risks, and in particular which party or parties perform control functions and risk mitigation functions, which party or parties encounter upside or downside consequences of risk outcomes, and which party or parties have the financial capacity to assume those risks.
LuxOpCo anvender en EU-chef for markedsføringstrafik til dette formål.
When the risk allocation set out in the intra-group contractual arrangement does not reflect the underlying economic reality, it is the parties' actual conduct and not the contractual arrangements that should be taken into account for transfer pricing purposes .
De lokale EU-datterselskaber har deres egne aftaler og medlemshonorarer, som varierer i forhold til den amerikanske pulje med hensyn til sammensætningen af medlemspuljen og honorarstrukturen.
Amazon claims that LuxSCS assumes the risks related to the development, enhancement, management and exploitation of the Intangibles on the basis of the contractual arrangements it entered into with associated group companies, namely the Buy-In Agreement, the CSA and the License Agreement, and its ownership of the Intangibles.
Funktioner udført af LuxOpCo i forbindelse med driften af Amazons europæiske detail- og servicevirksomhed
That claim must be rejected for several reasons.
Ifølge TP-rapporten skulle LuxOpCo fungere som hovedkontor og primær aktivitetsenhed for Amazons europæiske detail- og servicevirksomhed.
First, LuxSCS in fact passed on the risks related to the aforementioned functions to LuxOpCo.
Dette betyder, at LuxOpCo havde ansvaret for strategiske beslutninger i forbindelse med Amazons virksomhedsdrift i Europa samt administration af de primære fysiske komponenter af den virksomhed.
Under the License Agreement, not only did LuxSCS grant LuxOpCo an exclusive and irrevocable license to the economic exploitation of the Intangibles in Europe and a right to further develop, manage and protect the Intangibles for their entire lifetime for the purpose of operating Amazon's European retail and service business, LuxOpCo also contractually assumed all the risks designated to LuxSCS under the CSA.
Referaterne fra LuxOpCos ledelsesmøder inkluderer løsninger relateret til LuxOpCos funktion som hovedkvarter og strategiske beslutningstagning, f.eks. opkøb af bestemte virksomheder (bl.a. [opkøb X, Q, Y, R, Z]), herunder deres IP; oprettelse af joint venture-selskaber med tredjeparter; det delvise salg af LuxOpCos virksomhed eller aktiver til andre selskaber, f.eks. til [opkøb Q] eller [et andet Amazon-selskab]; og hensættelse af garantier til relaterede parter.
Second, as regards the CSA, while Exhibit B thereto lists several risks attributed to LuxSCS (Table 13), those risks are intrinsic to the performance of the functions attributed to it as recorded in that same exhibit.
LuxOpCo traf også alle de strategiske beslutninger vedrørende varehandel og prissætning (hvilket har indflydelse på salget), bogførte salget og fungerede som kundernes modpart.
Since LuxOpCo took over all the functions related to the development, enhancement, management and exploitation of the Intangibles in the European territory by way of its exclusive license, LuxSCS would not be able to manage and control the risks related to those activities.
LuxOpCo beskæftigede flere end [500-600] FTE'er, som sørgede for den paneuropæiske og strategiske ledelse af den europæiske detailvirksomhed, koordinerede indsatsen i forbindelse med de lokale EU-datterselskaber samt tilpasningen og den videre udvikling af de immaterielle aktiver for det europæiske marked.
As explained in Recitals 426 and 427, the other parties to the CSA are not acting as agents of LuxSCS, but on their own behalf in order to achieve the anticipated benefits of the CSA.
LuxOpCo blev støttet i disse funktioner af de lokale EU-datterselskaber, som fungerede som tjenesteudbydere.
Those risks should be accounted for as contributions of those parties to the CSA and they cannot affect the remuneration of LuxSCS by LuxOpCo under the License Agreement.
De lokale EU-datterselskaber leverede bestemte supporttjenester til LuxOpCo, f.eks. i forbindelse med markedsføring og kundeservice, men påtog sig intet ansvar for salg eller varebeholdninger, eftersom LuxOpCo påtog sig risiciene for disse .
Fourth, that LuxSCS assumed no risks in relation to the Intangibles is further supported by the fact that neither the resolutions of LuxSCS's sole manager nor the minutes of its general meetings reflect any critical decisions on risk management performed by LuxSCS in relation to the risks associated with the development, enhancement, management, and exploitation of the Intangibles.
For at underbygge påstanden om, at LuxOpCo kun udfører rutineadministrationsopgaver, anførte Amazon, at »kernen i deres forretningsmodel er teknologi.
In any event, LuxSCS had no employees which could have performed such risk management functions during the relevant period.
Hvert aspekt af den traditionelle detailhandel er blevet genopfundet for at gøre den mere effektiv, mindre bekostelig og frem for alt bedre i stand til at møde kundernes behov«.
LuxSCS therefore lacked the operational capacity to assume any risks contractually assigned to it.
De anførte også, at »Amazon opererer på så stor en skala, at det ville være umuligt at drive virksomheden uden en meget høj grad af automatisering til håndtering af funktioner såsom administration af lagerbeholdning, prissætning og ordrebehandling«.
Amazon further claims that LuxSCS bore the business risks associated with Amazon's European retail operations due to the fact that online retailing is based and heavily reliant on the Technology (i.e. an element of the Intangibles), which LuxSCS makes available to LuxOpCo pursuant to the License Agreement.
Selv om de immaterielle aktiver er nødvendige input for Amazons virksomhedsdrift i Europa , er de ikke i sig selv et produkt eller et mål, men kræver ekstra arbejde og ekspertise for at kunne geares til at generere omsætning.
That claim is not supported by the contractual allocation of risks under the License Agreement, pursuant to which LuxSCS does not assume any risks associated with the exploitation of the Intangibles.
Som forklaret i betragtning 164 og 169 fungerer udvalg, pris og bekvemmelighed som de primære drivkræfter i Amazons online detailvirksomhed.
Instead, it is LuxOpCo, to whom the Intangibles have been exclusively and irrevocably licensed, that is responsible for the strategic decision-making related to Amazon's European retail operations and who, in accordance with the contractual allocation, is actually taking those decisions.
De immaterielle aktiver fungerer som facilitatorer for at sikre korrekt eksekvering af disse tre grundpiller.
LuxSCS therefore cannot be said to have assumed any significant operating risks in relation to the use of Intangibles for the purpose operating that business.
I løbet af den relevante periode var det LuxOpCo, som, med støtte fra de lokale EU-datterselskaber, uafhængigt traf alle relevante strategiske beslutninger i relation til udvalg, pris og bekvemmelighed i Europa.
For instance, LuxSCS did not bear consumer credit risks or bad debt risks, since it did not deal directly with payments by clients; it did not bear warehousing risks, since it did not hold any inventory; and it did not bear any warranty risks or product liability risks on the products sold, since it did not sells any products.
For hver af disse primære drivkræfter frembragte LuxOpCos specifikke ekspertise og de lokale EU-datterselskaber sammen afgørende og vitale input, som gjorde Amazons forretningsmodel i stand til at generere omsætning i Europa.
In sum, LuxSCS did not exercise any functions pertaining to those risks, nor any control over those functions during the relevant period.
Udvalg
Amazon also claims that LuxSCS assumed financial risks associated with the development of the Intangibles, in particular resulting from its obligation under the CSA to pay its share of the Development Costs, which is calculated as the proportion of sales revenue generated by Amazon in Europe as compared to Amazon's global sales revenue.
Dette demonstreres yderligere af Amazons interne kundeundersøgelser, som angiver, at […] tilgængelige for kunderne scorer højest i kundetilfredshed for tyske ([60-70] %) og franske kunder ([50-60] %).
Due to the contractual arrangements under License Agreement, explained in Recital 438, the only identifiable risk left with LuxSCS was that it needed to honour its obligation under the CSA to pay the Buy-In and CSA Costs to Amazon US.
Beslutningen om, hvilke produktkategorier, der skal sælges i hvilke områder/lande, træffes på baggrund af lokale markeder, produkter og kundeviden.
While LuxSCS might not be able to pay those costs in a situation where LuxOpCo would go bankrupt or otherwise permanently be unable to pay a level of royalty sufficient to cover those costs to LuxSCS, this contractual risk appears to have been left with LuxSCS solely because it was ‘necessary for the Luxembourg structure to operate’.
Teknologi alene er ikke nok; udvælgelse kræver menneskelig intervention.
It does not reflect economic reality.
Amazons lokale detailteams' unikke og afgørende ekspertise består i at vide, hvad kunderne har lyst til at købe, og vælge de rigtige leverandører for at sikre et omfattende udvalg .
Had the contractual arrangement, and in particular the methodology for the royalty determination, reflected economic reality and the true risk allocation between the parties, LuxSCS would have received a remuneration covering its limited functions only, and would not have borne any risk of losses.
I Europa skabes udvalget af LuxOpCo med støtte fra deres lokale EU-datterselskaber .
As explained in the preceding Recital, LuxSCS did not take any active decisions to limit or manage this specific risk, nor did it have control over such risk.
I Tyskland, Frankrig og Storbritannien drog LuxOpCo fordel af at have lokal arbejdskraft, der kunne skræddersy Amazons tilbud til lokale forbrugere i disse lande.
In any event, had LuxOpCo gone bankrupt or otherwise permanently unable to pay to LuxSCS the royalties owed to it under the License Agreement, LuxSCS could, in that specific event, have terminated the License Agreement and licensed the Intangibles to another related or independent party and thereby limit its contractual risk.
I Tyskland blev der i første omgang ansat mellem 100 og 200 medarbejdere til at sikre udvalget.
Most important, during the relevant period LuxSCS did not carry out any functions in relation to, nor did it have control over or the capacity to control, the two main input parameters for the calculation of the Buy-in and CSA Costs.
Det tal steg efterfølgende.
The level of those payments are determined, on the one hand, by the level of costs incurred as a result of Buy-in and the development of the Intangibles (the Development Costs) and, on the other, by the level of sales in Europe.
Amazons franske arbejdsstyrke voksede hurtigere end dens omsætning med en stigning fra 297 til 5273 medarbejdere fra 2004 til 2012, det vil sige med en faktor på 17,8, mens salget i Frankrig kun voksede med faktor 13,4 i samme tidsperiode.
It was ATI and A9 that determined and controlled the Development Costs and LuxOpCo that controlled the level of sales in Europe.
I Storbritannien blev der ansat 260 medarbejdere i detailhandlen i 2011.
As regards the latter, it is LuxOpCo that took all strategic decisions concerning Amazon's European retail business , which affected the level of sales revenue generated in Europe.
Amazons erfaring ved indgang på det franske online-detailmarked demonstrerer vigtigheden af at opbygge en lokal tilstedeværelse.
Thus, only LuxOpCo could influence its ability to pay a royalty to LuxSCS, which was determined by the level of profit generated from the operation of Amazon's European online retail business.
Amazon trådte ikke ind på dette marked i 2000 ved at opkøbe en eksisterende online forhandler, men ved udelukkende at forlade sig på deres eget brand og egen teknologi.
In addition, LuxSCS did not have the financial capacity to finance the Buy-In and CSA Costs on its own behalf, since it was only in a position to finance those costs because of the funding received in the form of royalty payments from LuxOpCo.
På det tidspunkt var online-detailhandel i Frankrig domineret af lokale aktører med etableret viden om de franske forbrugere og markedsforholdene.
The cash disbursements actually made by LuxOpCo to LuxSCS in this regard seem to have been just sufficient to cover the necessary payments to be made by LuxSCS, including the Buy-In and CSA costs, while the cash related to LuxSCS's income in excess of Buy-In and CSA costs was kept and managed by LuxOpCo.
Derudover var Minitel, en offentlig online tjeneste før internettet, stadig alment benyttet og havde en stor markedsandel i online-detailhandel.
The initial capital of LuxSCS of about EUR [400-500] million is irrelevant in this context.
Webstedet Amazon.fr tilbød i første omgang bøger, CD'er og DVD'er.
As explained in Recital 443, in an arm's length arrangement LuxSCS would not need to absorb losses, so its capital would not be at any risk.
Amazons aktivitet i Frankrig var af forskellige årsager bagud i forhold til Amazons umiddelbare forventninger.
Not only was its initial capital insufficient to cover the Buy-In and CSA costs, since the CSA Payments alone totalled on their own EUR [1000 – 1500] million over the period 2006 to 2013, that capital was provided to LuxSCS by its shareholders in 2005, which was before LuxOpCo started operating and making royalty payments to LuxSCS and before the relevant period covered by the contested tax ruling and this Decision.
Amazon overførte næsten alle deres lokale medarbejdere til Amazon.co.uk og blev pålagt af franske tilsynsmyndigheder at indsende en »social plan«, der skulle retfærdiggøre overførslen og nedskæringen af deres arbejdsstyrke fra 70 til 18 medarbejdere .
Consequently, LuxSCS cannot be said to have effectively assumed the risks associated with the development, enhancement, management, and exploitation of the Intangibles, nor did it have the financial capacity to assume such risks.
På dette stadie overvejede Amazon, om de skulle lukke det franske websted og dens drift .
Conclusion on the functional analysis of LuxSCS
Amazon.fr fik en ny chance, da der blev foretaget investeringer i et udvalgsvækstprogram indsat af en ny fransk arbejdsstyrke med lokale markedsekspertise .
A functional analysis of LuxSCS demonstrates that during the relevant period it was not entitled to perform, it did not perform or outsource, nor did it have the capacity to perform or outsource, any unique and valuable functions in relation to the development, enhancement, management, and exploitation of the Intangibles.
Disse medarbejderes lokaliserede indsatser var afgørende for at kunne udvide til nye produktkategorier.
It further demonstrates that during that period, LuxSCS did not use any assets in relation to those activities, but merely held the ownership and license to the Intangibles with reference to the CSA, nor did it assume, effectively control or have the operational and financial capacity to assume or control the risks associated with those activities.
Lokale medarbejdere havde kendskab til lokal smag og kunne etablere og opretholde relationer med leverandører , forhandle licensaftaler med landets ophavsretsindehavere og organisationer og fastslå lokale priser.
In reality, LuxSCS could at most be said to have performed certain functions necessary to the maintenance of its legal ownership to the Intangibles, as detailed in Recital 428.
Amazon måtte med andre ord udvide deres lokale viden ved at rekruttere en fransk arbejdsstyrke til at gøre deres produkt- og tjenesteudbud attraktive for de franske forbrugere.
Functional analysis of LuxOpCo
I visse tilfælde tog det flere år med forhandlinger, før en leverandør var villig til at sælge sine produkter via et Amazon-websted .
LuxSCS retains the ownership to the Intangibles and Derivative Works created by LuxOpCo and its sublicensees .
Derudover sørgede LuxOpCo igennem oprettelse, administration og drift af EFN for et generelt fælleseuropæisk udvalg for deres europæiske kunder.
LuxOpCo was further granted the exclusive and irrevocable right to decide if – and to whom – the Intangibles may be sublicensed.
Tredjepartsprogrammer: Amazons Marketplace var i starten ukendt i Europa.
In this regard, LuxOpCo managed the sub-license relationships, in particular with AMEU and ASE.
For at lancere og bibeholde Marketplace indhentede LuxOpCo og deres lokale EU-datterselskaber den nødvendige ekspertise og traf de nødvendige strategiske beslutninger for at få programmet og dets teknologi til at lykkes .
During the relevant period, LuxOpCo actively performed the aforementioned functions, both in a general manner and as regards each of the three components of the Intangibles: Technology, Customer Data and Trademarks, as explained in more detail in Recitals 452 to 472.
De opstillede lokale rekrutteringsteams i Tyskland, Frankrig og Storbritannien, som kunne tale de lokale sprog, og begyndte at lede efter produktsælgere og deres salgsoplysninger for at finde og kontakte potentielle sælgere til Marketplace og overbevise dem om, at de skulle melde sig til programmet.
The IP Steering Committee
Rekrutteringsmedarbejderne var ikke kun sælgere på Marketplace-tjenesten, men støttede også potentielle tredjepartssælgere i at lancere deres tilbud på Amazons EU-websteder takket være deres dybe forståelse for denne platform.
As a general matter, the minutes of LuxOpCo's manager meetings record activities directly related to the development, maintenance and management of the Intangibles, in particular the setting up of an ‘EU IP Steering Committee’ whose role was ‘to provide technical and business guidance and assistance in strategic decision making with regard to the development of intellectual property of all types and descriptions held by the Company's parent, Amazon Europe Holding Technologies SCS’, or entering into several licensing agreements with third parties.
Ud over rekrutteringsmedarbejdere blev der også opstillet tekniske teams i Luxembourg inden for LuxOpCo, de såkaldte »onboarding«-teams.
Amazon's EU Policies and Procedures Manual defines the purpose of the IP Steering Committee as follows: ‘An EU IP Steering Committee has been created for the purpose of providing technical and business guidance with regard to the development and deployment of Amazon's intellectual property in Europe’.
Disse teams bestod af IT-specialister, som opfandt IT-værktøjer eller leverede de nødvendige bidrag til skabelsen af sådanne værktøjer for at facilitere lanceringen af de nye sælgerudbud på EU-webstederne.
That manual further provides that ‘[t]he Committee shall meet […] to review Amazon's EU IP portfolio, business strategy as it relates to the development and deployment of intellectual property and any other matters related to intellectual property that the Committee deems appropriate’.
Arbejdet for onboarding-teamene startede i 2006 og blev mere og mere vigtigt med tiden, særligt når større sælgere med store kataloger over flere tusinde produkter blev integreret i Marketplace.
According to that manual, the following representatives must be present at each IP Steering Committee meeting: ‘[t]he members of the Committee shall include: Vice President of EU Services; EU Legal Director (employed by Amazon EU Sarl); Amazon IP Counsel (TBD), Vice President, European Operations. The Committee may include additional members, based in Luxembourg or elsewhere, including a representative employee of an EU Development Center’.
Ud over onboarding-teamene arbejdede [10-20] softwareudviklere i LuxOpCo i tredjepartsprogramteamet (Marketplace) i 2013 .
The IP Steering Committee met at least annually to exchange, discuss and decide on the management and protection of IP in Europe.
Endelig blev TAM, refereret til i betragtning 167, organiseret i LuxOpCo til at fungere på tysk, fransk og engelsk.
Amazon insisted that ‘the IP Steering Committee was an advisory body […].