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It's the first option. They used to charge much higher fees across the board. But now have more flexible fee structures depending on turnover etc which mean that for the smallest shops they can be cheaper than v/mc. They don't publicly announce this though as gives away any negotiating power...

Exactly. Having worked in the corporate world for my whole career, nothing happens in a hurry. There are layers and layers of the organisation to get through before it becomes a simple five minute code job!

I don't think so. I imagine the tech changes needed to reverse this decision can't be put back into place by 16th Jan even if Visa back down now. I think for Amazon to have gone public in such a structured way, telling their customers and the press directly, they will have been negotiating...

Interesting move, considering Amex is always the one perceived to have the highest fees!