Amazon executives have discussed ditching Amazon Basics to appease regulators

Amazon celebrated the biggest Prime Day in the sales event’s eight-year history early this week. But the event was followed just hours later by news of a series of major proposed changes to how Amazon does business in Europe aimed at settling accusations by regulators that Amazon engages in anti-competitive behavior.

Amazon’s proposed concessions include giving more visibility to listings from multiple sellers for a given product so customers have more choice. They also prohibit the company from using any non-public data from Amazon sellers to boost Amazon’s own retail business, including...