Magnifying glass over Amazon product listings, symbolizing scrutiny of the Amazon algorithm.

Amazon's Algorithm Under Scrutiny: Are You Really Seeing What's Best?

Theo Raines in Business & Economy August 2025 • 4 min read.

"New research digs deep into whether Amazon's search results favor its own products, and what it means for shoppers like you."

In the vast world of online shopping, Amazon reigns supreme. We trust it to connect us with the best deals, the coolest gadgets, and the everyday essentials we can't live without. But what if the recommendations we see aren't entirely objective? What if Amazon's search algorithm subtly favors its own products, pushing third-party sellers to the sidelines?

This question of "self-preferencing" has become a hot topic for regulators and consumers alike. Concerns are growing that dominant platforms like Amazon might be using their power to unfairly promote their own offerings, stifling competition and potentially misleading shoppers. The European Union's Digital Markets Act and proposed legislation in the United States aim to address these issues, but how do we even know if self-preferencing is happening in the first place?

That's where a recent study by Lukas Jürgensmeier and Bernd Skiera comes in. Their research takes a deep dive into Amazon's search results, attempting to measure whether the platform is indeed giving its own products an unfair advantage. The findings might surprise you.

Unpacking the Algorithm: How the Study Measured Self-Preferencing

Magnifying glass over Amazon product listings, symbolizing scrutiny of the Amazon algorithm.

The researchers tackled this complex question by focusing on a key aspect of Amazon's platform: its search engine. They developed a metric called "organic search engine visibility," which essentially measures how prominently an offer ranks in non-sponsored search results across the entire platform. This is a more holistic approach than simply looking at a product's position in specific search queries.

To put their theory to the test, Jürgensmeier and Skiera conducted two main empirical studies, analyzing over one million daily product-level observations from Amazon's marketplaces in Germany, France, and the United Kingdom. Here’s a breakdown:

Study A: The "Buy Box" Battle. This study focused on identical products sold by different sellers, including Amazon itself. The researchers looked at how Amazon's search visibility changed depending on whether Amazon or a third-party seller held the coveted "buy box" (the featured offer on a product page).
Study B: The Private Label Showdown. This study examined private-label products, comparing Amazon's own "Amazon Basics" line against similar products offered by third-party sellers. The goal was to see if Amazon gave its own private-label products a boost in search visibility.

The researchers also conducted a consumer survey to gauge shoppers' perceptions of self-preferencing on Amazon. They wanted to know if consumers believed Amazon was favoring its own products, and whether this affected their trust and shopping behavior.

What Does This Mean for You, the Amazon Shopper?

The debate around self-preferencing is far from over, and regulators are likely to continue scrutinizing Amazon's practices. As a consumer, staying informed is your best defense. Be aware that the products you see at the top of search results aren't necessarily the only, or even the best, options available. Take a moment to explore different sellers, read reviews, and compare prices before making a purchase. By being a savvy shopper, you can ensure you're getting the best deals and supporting a fair marketplace.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: https://doi.org/10.48550/arXiv.2303.14947,

Title: Measuring Self-Preferencing On Digital Platforms

Subject: econ.gn q-fin.ec

Authors: Lukas Jürgensmeier, Bernd Skiera

Published: 27-03-2023

Everything You Need To Know

What is 'self-preferencing' in the context of Amazon, and why is it a concern?

Self-preferencing on Amazon refers to the potential practice where the platform's algorithm favors its own products over those of third-party sellers. This is a concern because it could stifle competition, as third-party sellers might not get the same visibility. It can also potentially mislead shoppers into believing that the top-ranked products are the best available when in reality, Amazon's own offerings might be prioritized. Regulators like the European Union, with its Digital Markets Act, are actively investigating this.

How did the study by Jürgensmeier and Skiera measure self-preferencing on Amazon?

The study by Lukas Jürgensmeier and Bernd Skiera used a metric called 'organic search engine visibility' to assess self-preferencing. This metric measured how prominently an offer ranks in non-sponsored search results. The researchers conducted two main studies. 'Study A' focused on identical products and the 'Buy Box', analyzing how Amazon's search visibility changed based on who held it. 'Study B' compared Amazon's private-label products (like 'Amazon Basics') against similar third-party offerings to see if Amazon gave its products a boost in visibility.

What is the 'Buy Box' and its significance in the study on Amazon's algorithm?

The 'Buy Box' on Amazon is the featured offer on a product page, where the user can directly add an item to their cart. 'Study A' of the research examined whether Amazon's search visibility was affected depending on who held the Buy Box for identical products. The researchers investigated if Amazon's products received preferential treatment in search rankings based on whether they held the Buy Box.

What is the difference between 'Study A' and 'Study B' in the investigation of Amazon's algorithm?

'Study A' examined identical products sold by both Amazon and third-party sellers, focusing on the impact of the 'Buy Box' on search visibility. The researchers wanted to see if Amazon's search rankings favored its own products when they held the Buy Box. 'Study B' compared Amazon's private-label products (e.g., 'Amazon Basics') with similar offerings from third-party sellers to determine if Amazon boosted the visibility of its own private-label brands in search results. Both studies aimed to uncover evidence of self-preferencing, but they approached the problem from different angles.

How can consumers protect themselves from potential self-preferencing on Amazon?

Consumers can protect themselves by being informed and practicing smart shopping habits. They should be aware that products at the top of search results might not always be the best options. Instead of immediately buying the first product, consumers should explore different sellers, read reviews, compare prices, and consider alternative options. This approach allows consumers to make informed choices and avoid being swayed by potential self-preferencing within Amazon's search algorithm.