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EU Inc. Supporters Urge EU To Preserve Core Rules For New Company Model

As the EU moves closer to its own version of Delaware’s corporate model, supporters of the EU Inc. campaign are warning lawmakers not to weaken the proposal.

An open letter released Thursday calls on EU institutions to preserve the core design of the proposed company statute. Backed by the EU Inc. campaign, the initiative would create a harmonized legal framework allowing companies to incorporate once and operate across the bloc with less administrative friction.

Supporters Warn Against A Weakened Compromise

Senior European officials have already backed the initiative, but negotiations between the European Parliament and Council remain underway. Supporters fear national interests could remove features that would make the framework useful to founders and investors.

With about 100 days remaining before the EU institutions’ winter recess, signatories say the proposal could reduce fragmentation, unlock investment and support entrepreneurship if its core provisions remain intact.

Details Could Determine Whether EU Inc. Works

National interests are already shaping the negotiations. Germany’s notaries have criticized parts of the European Commission’s proposal, highlighting the competing priorities involved in EU lawmaking.

The campaign is particularly focused on creating a single central registry and taxing employees on stock options only when they sell their shares. Supporters argue that such provisions could determine whether founders actually choose to use the new legal structure.

Last year, Martin Mignot, a partner at Index Ventures and EU Inc. supporter, warned that “the devil is in the details” and said advocates would closely monitor the final legislation.

Investors And Founders Back The Campaign

The latest letter includes investors such as Sonali De Rycker of Accel, Michael Moritz of Sequoia and Niklas Zennström, founder of Atomico.

Entrepreneurs from companies including Alan, ElevenLabs, Lovable, Mistral and Synthesia have also signed. Some of those businesses are headquartered in the US, reinforcing the campaign’s argument that Europe needs a corporate framework capable of supporting fast-growing companies on the continent.

Amazon Deepens Prime Video Shopping With New X-Ray And Lens Features

Amazon is adding new shopping features to Prime Video, allowing viewers to discover products connected to thousands of titles through its existing X-Ray experience.

The company is also introducing “Shop the Scene,” powered by its Lens visual search technology, alongside updates designed to connect video content more directly with shopping.

From Viewing To Shopping

The new tools build on Shop the Show, launched last year through Amazon’s mobile shopping app. Previously, viewers had to search for “shop the show” to find products related to a program.

Now, X-Ray users can open a Shop tab directly from Fire TV to see products associated with the title. Purchases are completed through the Amazon Shopping app, which can recognize the content being watched and open a synchronized product feed.

The app can also identify what is playing and take viewers directly to a storefront, removing the need for a separate search.

Amazon Targets Shoppable Streaming

Amazon is joining a broader push to combine entertainment and commerce. YouTube offers creator merchandise and shoppable connected-TV ads, while Peacock has tested shoppable programming through Must ShopTV.

Roku has enabled shopping through its remote, while Disney has experimented with shoppable television across Disney+, Hulu and ESPN.

Shop The Scene Uses Visual Search

“Shop the Scene” uses Amazon Lens to identify products or similar items based on what appears on screen, including clothing and home decor.

Exact matches will not always be available because some costumes and other items are custom-made, high-end or unavailable through Amazon sellers. The feature can instead help viewers find similar products or recreate a particular style.

Shop the Scene is available on iOS and Android in the U.S. across more than 600 titles. Meanwhile, Shop the Show is expanding from 1,300 titles to more than 8,000, including Prime Originals, selected licensed content and live sports.

For Amazon, the changes bring shopping closer to the viewing experience, potentially creating another way to generate commerce from Prime Video’s audience.

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