Two customers have initiated legal action against Amazon, alleging that the e-commerce giant manipulates prices through its prominent “Buy Box” feature. The lawsuit, filed in Washington, brings attention to concerns that the Buy Box may not consistently present the best deals available to consumers.
At the heart of the dispute is Amazon’s algorithmic selection of preferred sellers and prices showcased in the Buy Box, a standard feature on product pages. Typically, this spot is occupied by Amazon itself or third-party vendors enrolled in Amazon’s Fulfillment By Amazon (FBA) program. Critics argue that cheaper alternatives are often overshadowed by more expensive options in the Buy Box, potentially leading consumers to pay more unwittingly.
The accusation against Amazon’s Buy Box is that it creates a perception of offering the best deal, while potentially concealing better prices from other sellers beneath the primary recommendation. Critics contend that this system prioritizes Amazon’s profits over consumer savings, exploiting the trust shoppers place in the platform’s pricing mechanisms.
The implications of this lawsuit extend widely. Sellers who do not participate in the FBA program, despite offering lower prices, may find their products less visible, potentially impacting their sales significantly. This has sparked a broader debate on fair competition and the transparency of online retail practices.
The lawsuit, which seeks class-action status, aims to gather Amazon customers who have used the Buy Box since 2016, alleging that Amazon’s practices violate Washington’s Consumer Protection Act, which condemns deceptive acts or practices in trade or commerce.
