Case in point (though it was France-specific, it highlights the difference in viewpoint): Amazon was fined by the French government because their discounts + Amazon Prime discount exceeded a legal limit of how deep a discount you were allowed to give on books. That limit was in place due to lobbying efforts by the book-seller's guild; it has nothing to do with bringing consumers the lowest price possible and everything to do with preventing individual sellers from driving each other out of business via short-term loss-leading discounts. Whether or not Amazon could offer its discounts because of more-efficient processes that minimize their overhead (such as being able to ship books to people only when needed instead of holding a bunch of brick-and-mortar real-estate to locally warehouse unsold merchandise) doesn't even enter into the discussion---drop below the critical price, pay the fine.
Which is odd, as I would say the EU have a far more impressive record of protecting the consumer than the US has.
Also "anti-trust" is an american term with historical context (you use the generic term), we invented the practice, and unlike you we don't use it as a political and protectionist tool.