Amazon has bowed to French government pressure to postpone its "Black Friday" discount shopping sales in France to help local shopkeepers struggling with a lockdown there.
The US retail giant has seen sales soar globally as restrictions to prevent the spread of the coronavirus sent consumers online, making it difficult for some bricks-and-mortar shops to compete.
To level the playing field, Finance Minister Bruno Le Maire this week called on supermarkets and online retailers to postpone Black Friday, which runs from November 27 to November 29, as shops selling non-essential goods would have to remain closed during lockdown.
Competition from Amazon first prompted European retailers to adopt the US tradition of making Black Friday - the day after US Thanksgiving - the kick-off to the Christmas shopping season.
Amazon France's chief executive Frederic Duval said the company would push the event back to December 4, joining other retailers such as European market leader Carrefour and France's Leclerc.
"We have decided to delay the date of Black Friday if this can help shopkeepers reopen before December 1," Duval said on TF1 television.
While helping to generate record profits, the coronavirus crisis has also triggered scrutiny of Amazon's efforts to protect staff from the pandemic, particularly in France, where a lengthy battle over safety measures led to the temporary closure of warehouses.
Amazon's ability to keep selling during the lockdown has also deepened frustration among opponents of the company in France.
They say it represents a US-style consumer culture at odds with the country's long tradition of smaller family-run stores.
Some 30,000 people have signed an online petition to boycott Amazon, according to its organiser, lawmaker Mathieu Orphelin, who left President Emmanuel Macron's party last year to set up a more environmentally focused party.
"A lot of people use our name to get noticed, but Amazon makes up only 1% of retail in France," Duval said, when asked on France Info radio on Friday how to explain negative sentiment against his company.
President Emmanuel Macron has said France's second national lockdown, which started on October 30, would last at least four weeks. Curbs include the closure of non-essential stores, restaurants and bars.
But with recent data showing France on track to rein in a surge in coronavirus infections, the government is under pressure from shops and businesses to ease restrictions at the end of November in time for the Christmas shopping season, when many retailers make the bulk of their annual turnover.
Eager to keep shoppers from crowding stores to swoop on potential discounts, the finance ministry said that a one-week delay in Black Friday sales would help ensure shops reopen in France under maximum safety conditions.