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India’s e-commerce regulatory framework is entering a significant new phase at a time when AI-driven recommendation engines, dynamic ranking systems and increasingly autonomous algorithms shape what consumers see, compare and ultimately purchase. On September 9, 2026, the Ministry of Consumer Affairs notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, substantially revising the Consumer Protection (E-Commerce) Rules, 2020 (“E-Commerce Rules”). The amendment