The lawsuit, filed in federal court in Seattle, alleges that Amazon’s algorithm favors more expensive options in the Buy Box even when faster, cheaper alternatives are available. This practice is alleged to mislead consumers, who often click the “Buy Now” or “Add to Cart” button, believing they will get a better deal.
The lawsuit specifically references the FTC’s recent antitrust lawsuit against Amazon and alleges that the scheme was designed to maximize profits from order fulfillment fees charged to third-party sellers under the Fulfillment By Amazon program.
The case differs from previous Buy Box lawsuits in that it focuses on consumer harm and deceptive practices rather than antitrust concerns or unfair treatment of non-Amazon sellers.
Amazon has declined to comment on the lawsuit at this time.
Source: Ferra
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