Atlo Terms of Service
Version 2.0. Effective 6 August 2026.
Welcome to Atlo. These Terms of Service ("Terms") govern your access to and use of the Atlo website, platform, and related services (collectively, the "Service"). The Service is owned and operated by Atlo ("Atlo", "we", "us", or "our").
By accessing or using any part of the Service, you agree to be bound by these Terms and all policies referenced herein, including our Privacy Policy, Cookie Policy and Data Processing Agreement. If you do not agree to these Terms, you may not access or use the Service.
Sections 6 and 7 are important. They set out the limits on how you may use pricing and availability information obtained through the Service. Read them before you use the Service.
1. Definitions
"Customer", "you" or "your" means the company that has subscribed to the Service and, where the context requires, its Users.
"Customer Data" means data, information and materials you or your Users submit to or generate in the Service, including product catalogues, retailer lists, reference prices and internal notes.
"Market Data" means information about products, listings, prices, discounts, promotions, availability and stock status observed by Atlo on publicly accessible websites and other lawfully accessible sources, and made available to you through the Service.
"Output" means Market Data as presented, structured, compared, aggregated, exported or alerted on within the Service.
"Reference Price" means any recommended retail price, suggested retail price, list price, target price, price band or similar figure that appears in the Service, whether uploaded by you, entered by your Users, or derived from a source you have designated.
"Retail Partner" means a retailer, reseller, distributor, dealer, marketplace seller or other third party that offers your products for sale.
"User" means an individual authorised by you to access the Service under your account.
2. The Service, and what it is not
2.1 What the Service does. The Service observes publicly available commercial information about products offered for sale by third parties, and presents that information back to you in a structured form. It is an observation and reporting tool.
2.2 What the Service does not do. The Service does not set, fix, recommend, suggest, endorse, approve or evaluate any resale price or advertised price. Atlo expresses no view, and takes no position, on the price at which any Retail Partner should sell any product. Atlo does not participate in your commercial relationships with your Retail Partners.
2.3 Reference Prices are yours, not ours. Any Reference Price shown in the Service is Customer Data. It originates from you or from a source you have designated. Atlo displays it as a data point of your choosing and attaches no normative meaning to it. Where the Service calculates a difference between an observed price and a Reference Price, that calculation is arithmetic. It is not a statement by Atlo that any price is correct, incorrect, compliant, non-compliant, permitted or prohibited.
2.4 Configuration is yours. Any threshold, alert, filter, tag, label, watchlist or report you configure in the Service reflects your own settings and your own commercial judgement. Atlo does not supply default thresholds that imply a required or expected resale price.
2.5 Changes to the Service. We may modify, suspend or discontinue any part of the Service at any time. We will give reasonable notice of changes that materially reduce core functionality, except where the change is required by law, security or a third-party dependency.
2.6 Business use only. The Service is intended for business use by companies operating in wholesale and retail environments. You must be at least 18 years old and have authority to bind the entity you represent.
3. Accounts and Security
3.1 To access certain features you may be required to create an account. You are responsible for maintaining the confidentiality of your account credentials and for all activity under your account, including activity by your Users.
3.2 You will ensure your Users comply with these Terms. Acts and omissions of your Users are treated as your acts and omissions.
3.3 You agree to notify Atlo without undue delay of any unauthorised access or use of your account. Atlo is not responsible for loss or damage resulting from your failure to protect your account credentials.
4. Customer Data and Content
4.1 You retain ownership of all Customer Data. You grant Atlo a limited, non-exclusive, worldwide licence to host, process, transmit and display Customer Data solely to provide, secure, support and improve the Service.
4.2 You are responsible for ensuring you have the necessary rights to provide Customer Data and that it complies with applicable law, including data protection law.
4.3 Atlo may generate anonymised and aggregated statistics from use of the Service. Such statistics will not identify you, your Users, your Retail Partners, your Reference Prices or your commercial terms, and will not be presented in a form from which any of those can reasonably be derived. Section 6.8 applies to any benchmark or aggregate feature.
5. Market Data: Sourcing, Accuracy and Permitted Use
5.1 How Market Data is collected. Atlo collects Market Data from publicly accessible web pages and other lawfully accessible sources. Atlo does not use your credentials or any third party's credentials, does not circumvent technical access controls, paywalls or login walls, and does not access non-public areas of a third party's systems.
5.2 Market Data is a snapshot, not a warranty. Market Data reflects what was observable at the moment of observation. Prices, promotions, availability and stock figures change constantly and are frequently misstated, cached, regionalised, personalised or delayed at source. Atlo does not warrant that Market Data or Output is accurate, current, complete, error-free or fit for any particular purpose.
5.3 Do not rely on it alone. You will not treat Market Data or Output as the sole or determinative basis for any legal, contractual, disciplinary, financial or commercial action, including any action affecting a Retail Partner. You are responsible for independently verifying any observation before acting on it.
5.4 Third-party rights and terms. Atlo makes no representation or warranty that the collection, display or use of Market Data is free of claims by any third party, including under database rights, copyright, website terms of use, unfair competition law or contract. Nothing in these Terms transfers to you any right in a third party's content, trade marks, images or database. You will not redistribute Market Data publicly, resell it, licence it onward, or use it to construct or train a competing dataset, index or product.
5.5 Source withdrawal. Atlo may cease collecting from any source at any time, including where a source objects, applies a machine-readable reservation of rights, changes its terms, or applies technical measures. Atlo has no liability for reduced coverage arising from source withdrawal.
5.6 Personal data. The Service is designed to collect commercial information about products and listings, not information about individuals. Some sources may nonetheless expose personal data, for example where a Retail Partner is a sole trader or where a listing names an individual. Processing of personal data is governed by our Privacy Policy and, where Atlo processes personal data on your behalf, by our Data Processing Agreement.
6. Competition Law: Your Pricing Decisions Are Yours
This Section 6 is a material term. Breach of it is a material breach of these Terms.
6.1 Independence of resale pricing. In most jurisdictions in which the Service is available, a supplier may not fix or impose a minimum or fixed resale price on an independent reseller, whether directly or indirectly. This includes the European Union and EEA, where such conduct is a restriction by object under Article 101(1) TFEU and Article 53 of the EEA Agreement, and a hardcore restriction under Article 4(a) of Regulation (EU) 2022/720; Denmark, under section 6 of the Danish Competition Act (konkurrenceloven); and the United Kingdom, under the Chapter I prohibition in the Competition Act 1998. Comparable prohibitions exist in Australia, Canada, Switzerland, Norway and elsewhere, and the position under United States federal and state law differs materially from the European position. You are solely responsible for determining and complying with the rules that apply to you in each jurisdiction in which you operate.
6.2 You decide, and you are accountable. Atlo supplies observation. You decide what, if anything, to do with it. Every commercial decision you take after viewing Output, including any communication with a Retail Partner and any change to supply, pricing, credit, rebate, allocation, marketing support or contractual terms, is your decision alone. Atlo has no visibility into, no control over and no involvement in those decisions, and accepts no responsibility for them.
6.3 Prohibited uses. You will not use the Service, Market Data or Output, alone or with any other information, in order to:
(a) fix, impose, dictate, agree or seek agreement on a fixed or minimum resale price, or a fixed or minimum advertised price, for any Retail Partner;
(b) apply pressure to, or offer an incentive to, any Retail Partner so as to cause it not to deviate from a Reference Price or any other price level, including by way of threats, warnings, penalties, fines, chargebacks, delay or suspension of supply, termination or non-renewal, withdrawal or reduction of discounts, rebates, bonuses, credit terms, stock allocation, marketing or co-op funding, showroom access, product launches, or any other detriment or benefit;
(c) monitor, police or enforce adherence to a Reference Price, or operate any programme, policy or workflow whose purpose or effect is to secure such adherence;
(d) require, request or encourage any Retail Partner to report on the pricing of any other Retail Partner, or to act on such a report;
(e) restrict any Retail Partner's freedom to determine its own resale price or advertised price, including through minimum advertised price arrangements in any jurisdiction where such arrangements are unlawful or may constitute an indirect restriction of resale prices;
(f) exchange, signal or receive competitively sensitive information with or from any actual or potential competitor of yours, including current or future prices, pricing intentions, margins, discount policy, volumes or customer allocation;
(g) coordinate, align or facilitate the alignment of pricing or commercial conduct between two or more Retail Partners, or between you and any competing supplier;
(h) disclose Output to any person who competes with the Retail Partners to which the Output relates, other than to your own personnel and professional advisers on a need-to-know basis; or
(i) do anything through Atlo that you could not lawfully do directly.
6.4 Permitted uses are not affected. Nothing in Section 6.3 prevents you from using the Service for lawful purposes, including monitoring your brand's presence and distribution footprint, detecting unauthorised or grey-market sellers, detecting counterfeit or misdescribed listings, monitoring stock availability and out-of-stock risk, planning production and replenishment, evaluating channel performance, verifying compliance with obligations that are themselves lawful, and informing your own wholesale prices and your own direct-to-consumer prices. Determining whether a specific use is lawful in your circumstances is your responsibility.
6.5 Recommended prices. You may communicate a genuinely non-binding recommended retail price to your Retail Partners where the law applicable to you permits it. A recommended price ceases to be genuinely non-binding, and becomes unlawful in the EU, EEA and UK among other jurisdictions, if it is supported by pressure or incentives of the kind described in Section 6.3(b). The Service does not, and is not designed to, supply that pressure or those incentives. If you use it in that way, you do so in breach of these Terms and on your own responsibility.
6.6 No advice. Atlo is not your lawyer, competition counsel or compliance adviser. Nothing in the Service, in our documentation, in our marketing materials, in our support communications or in these Terms is legal advice or a legal opinion, and nothing in them may be relied on as confirmation that any use of the Service or any commercial practice is lawful. Obtain your own advice.
6.7 No agency. Atlo is an independent contractor. Atlo is not your agent, representative, partner, joint venturer or intermediary, is not authorised to act for you in dealings with any Retail Partner, and does not act on behalf of any Retail Partner. Nothing in these Terms creates a relationship of agency, partnership or employment.
6.8 Separation between customers. Atlo will not disclose one customer's Customer Data, Reference Prices, alerts, watchlists, commercial terms or identity to another customer. Any benchmark, index, market-level or peer-comparison feature Atlo may offer will be presented only in anonymised and aggregated form from which no individual customer, product, retailer or commercial term can reasonably be identified, will be based only on historical observed data, and will never include any customer's current or future pricing intentions. Atlo will not operate any feature that transmits a pricing instruction, target, floor or normative signal from one party to another through the Service.
6.9 Compliance programme. You represent that you maintain, or will maintain, a competition law compliance programme appropriate to your size and activities, and that Users granted access to the Service are made aware of the restrictions in this Section 6.
6.10 Cooperation. If Atlo receives a request, complaint, subpoena, information request or investigative demand from a Retail Partner, a competition authority or a court concerning your use of the Service, Atlo may disclose relevant records to the extent required by law, and will notify you unless prohibited from doing so. You will cooperate reasonably with any such process.
7. Outbound Communications and Retailer Contact
7.1 Where the Service enables you to send messages, notifications, requests or reports to a Retail Partner, you are the sole author and sender of that communication. Atlo acts as a technical conduit only. Atlo does not review, approve or adopt the content.
7.2 You will not use any such feature to send any demand, request, instruction, warning, reminder, inducement or implied expectation concerning the price or advertised price at which a Retail Partner sells, or the discounts or promotions it offers, except where such a communication is lawful in every jurisdiction in which it is received.
7.3 Atlo may apply technical controls, templates, content restrictions, rate limits or blocks to outbound communications, and may withhold or refuse to transmit any communication, without liability. Atlo has no obligation to monitor outbound communications and any decision not to block a communication is not approval of it.
7.4 Atlo may decline to build, enable or maintain any feature that in Atlo's sole judgement carries an unacceptable competition law risk, including for a specific customer or jurisdiction.
8. Acceptable Use
You agree not to misuse the Service. In addition to the restrictions in Sections 5, 6 and 7, you will not:
attempt to gain unauthorised access to the Service or related systems;
interfere with or disrupt the integrity or performance of the Service;
use the Service to violate applicable laws or regulations, or the rights of any third party;
upload malicious code or harmful content;
scrape, crawl, mirror or systematically extract the Service or its contents by automated means, except through interfaces Atlo provides for that purpose;
reverse engineer, decompile or attempt to derive the source code or underlying data collection methods of the Service, except to the extent this restriction is prohibited by mandatory law;
permit access by any person who competes with Atlo, or use the Service to benchmark against or build a competing product; or
misrepresent your identity, your entity, or your relationship with any Retail Partner.
9. Suspension for Suspected Misuse
9.1 Atlo may suspend or restrict your access to all or part of the Service, immediately and without prior notice, where Atlo reasonably believes that you are using or have used the Service in breach of Sections 5, 6, 7 or 8, or in a manner that exposes Atlo, a Retail Partner or any third party to legal risk.
9.2 Atlo has no obligation to monitor your use of the Service, and the fact that Atlo has not suspended, restricted or objected to a use is not approval of that use or a waiver of any right.
9.3 Where a suspension under Section 9.1 arises from your breach, no refund is due and fees continue to accrue. Where Atlo suspends and no breach is subsequently established, Atlo will restore access and credit fees for the period of suspension.
10. Fees, Billing and Payment
10.1 Certain parts of the Service require payment. Pricing, billing terms and subscription details are provided at the time of purchase or in a separate order form or agreement.
10.2 Unless otherwise stated, subscriptions automatically renew at the end of each billing period unless cancelled prior to renewal. You authorise Atlo to charge applicable fees using your chosen payment method.
10.3 All fees are exclusive of taxes unless stated otherwise. Fees are non-refundable except as expressly stated in these Terms.
10.4 Overdue amounts bear interest at the rate provided by the Danish Interest Act (renteloven) and Atlo may suspend the Service for non-payment after reasonable notice.
11. Cancellation and Termination
11.1 You may cancel your account or subscription according to the instructions provided in the Service. Cancellation takes effect at the end of the current billing period unless otherwise specified.
11.2 Either party may terminate for material breach that is not remedied within 30 days of written notice, or immediately where the breach is incapable of remedy. Breach of Section 6 is a material breach and, at Atlo's option, may be treated as incapable of remedy.
11.3 Atlo may terminate or suspend access where you use the Service in a manner that may cause harm to Atlo, to a Retail Partner or to other users.
11.4 On termination, your right to access the Service ends. Atlo will make Customer Data available for export for 30 days following termination, after which Atlo may delete it in accordance with its retention practices and the Data Processing Agreement.
12. Intellectual Property and Feedback
12.1 The Service, including all software, models, methods, content, trade marks and branding, is the exclusive property of Atlo or its licensors. These Terms grant you a limited, non-exclusive, non-transferable, revocable right to access and use the Service for your internal business purposes during your subscription term, and no other rights.
12.2 If you provide suggestions, feedback or ideas about the Service, Atlo may use them without restriction or compensation.
13. Confidentiality
13.1 Each party will protect the other's confidential information with at least reasonable care, use it only to perform under these Terms, and disclose it only to personnel and advisers who need it and who are bound by equivalent obligations.
13.2 These obligations do not apply to information that is or becomes public without breach, was known without obligation of confidence, is independently developed, or must be disclosed by law or by order of a court or competent authority.
14. Data Protection
Where Atlo processes personal data on your behalf in providing the Service, it does so as processor under our Data Processing Agreement, which forms part of these Terms. Where Atlo determines the purposes and means of processing, including in relation to Market Data collection and account administration, it does so as controller under our Privacy Policy.
15. Disclaimer of Warranties
15.1 The Service is provided "as is" and "as available". To the maximum extent permitted by law, Atlo disclaims all warranties, whether express, implied or statutory, including warranties of merchantability, fitness for a particular purpose, accuracy, and non-infringement.
15.2 Without limiting Section 15.1, Atlo makes no warranty that: the Service will be uninterrupted or error-free; Market Data will be accurate, complete, current or continuously available for any source; coverage of any Retail Partner, market, geography or product will be maintained; or that your use of the Service, or any commercial practice you adopt in connection with it, complies with any law, including competition law.
16. Indemnity
16.1 You will defend, indemnify and hold harmless Atlo, its affiliates and their personnel against all claims, proceedings, investigations, fines, penalties, damages, losses and reasonable costs (including legal fees) arising out of or in connection with:
(a) your use of the Service, Market Data or Output, and any commercial decision you take in connection with it;
(b) any allegation that your conduct constitutes resale price maintenance, an unlawful vertical or horizontal agreement, a concerted practice, an abuse of a dominant position, or any other infringement of competition law;
(c) any communication you send through the Service to a Retail Partner or any third party;
(d) your Customer Data, including your Reference Prices; or
(e) your breach of Sections 5, 6, 7 or 8.
16.2 The indemnity in Section 16.1 is not subject to the limitation in Section 17.2.
16.3 Atlo will notify you of any claim covered by Section 16.1, allow you to control the defence (except where a competent authority or Atlo's own regulatory position requires otherwise), and provide reasonable cooperation at your expense. You will not settle any claim in a way that admits liability on Atlo's part or imposes an obligation on Atlo without Atlo's prior written consent.
17. Limitation of Liability
17.1 To the maximum extent permitted by law, Atlo is not liable for any indirect, incidental, special, consequential or punitive damages, including loss of profits, revenue, goodwill, data or business opportunity, arising out of or related to your use of the Service.
17.2 Atlo's total aggregate liability for all claims under or in connection with these Terms will not exceed the amount paid by you to Atlo in the twelve months preceding the event giving rise to the claim.
17.3 For the avoidance of doubt, and to the maximum extent permitted by law, Atlo is not liable for: any fine, penalty, sanction, damages award, settlement, remedy, adverse publicity or cost imposed on or incurred by you in connection with any competition law investigation or proceeding; the invalidity or unenforceability of any agreement between you and a Retail Partner, including under Article 101(2) TFEU or equivalent; any claim brought against you by a Retail Partner, a competitor or a consumer; any decision you take or omit to take on the basis of Market Data or Output; or any inaccuracy, gap, delay or discontinuation in Market Data.
17.4 Nothing in these Terms excludes or limits liability that cannot be excluded or limited under mandatory applicable law, including liability for intentional misconduct or gross negligence, or for death or personal injury caused by negligence.
17.5 The allocation of risk in Sections 15, 16 and 17 is a fundamental basis of the commercial bargain between the parties and is reflected in the fees.
18. Changes to These Terms
We may update these Terms from time to time. We will notify you of material changes at least 30 days before they take effect, by email or in-product notice. Non-material changes take effect on posting. Your continued use of the Service after changes take effect constitutes acceptance. If you do not accept a material change, your remedy is to terminate before it takes effect.
19. General
19.1 Assignment. You may not assign these Terms without Atlo's prior written consent. Atlo may assign to an affiliate or in connection with a merger, acquisition or sale of assets.
19.2 Force majeure. Neither party is liable for failure to perform caused by events beyond its reasonable control.
19.3 Notices. Notices to Atlo go to hello@atlo.io. Notices to you go to the email address on your account.
19.4 Severability. If any provision is held invalid or unenforceable, it will be modified to the minimum extent necessary to make it enforceable, or severed, and the remaining provisions continue in effect. Where a provision is severed because a use it prohibits is found to be lawful, the remainder of Section 6 continues to apply.
19.5 No waiver. Failure to enforce a provision is not a waiver of it.
19.6 Entire agreement and precedence. These Terms, together with the Privacy Policy, Cookie Policy, Data Processing Agreement and any order form, constitute the entire agreement between the parties. In the event of conflict, the order of precedence is: (1) the Data Processing Agreement, for data protection matters; (2) any signed order form or master agreement; (3) these Terms; (4) other referenced policies. Your purchase order terms and standard supplier terms do not apply.
19.7 Survival. Sections 1, 4.3, 5, 6, 7, 12, 13, 15, 16, 17, 19 and 20 survive termination.
20. Governing Law and Disputes
20.1 These Terms are governed by the laws of Denmark, without regard to conflict of law principles. The United Nations Convention on Contracts for the International Sale of Goods does not apply.
20.2 The courts of Copenhagen, Denmark have exclusive jurisdiction, subject to any mandatory rule of the applicable law that provides otherwise.
20.3 Section 20.1 does not limit the application of mandatory competition law in any jurisdiction, and does not affect the power of any competition authority or court to apply its own law to your conduct.
21. Contact
Questions about these Terms:
Email: hello@atlo.io