Amazon copied products and rigged search results to promote its own brands, new investigation finds

By Jack Ramage

Published Oct 14, 2021 at 02:25 PM

Reading time: 2 minutes

If you’ve been following our reporting on Amazon for any length of time, you’d be mistaken for thinking we give Amazon a hard time. But it’s the depressing reality. In fact, I’d love to report on anything good this multi-national, multi-billion-dollar company has brought to the world, yet sadly, the bad news just keeps on coming. From racial discrimination and sexual harassment allegations to continuously mistreating staff, paying them low wages and even using algorithms to fire them, Amazon really doesn’t have a good track record. And now, thanks to a recent investigation conducted by Reuters, we can add copying other products and rigging search results to promote its own brands to the list.

Amazon has been repeatedly accused of knocking off products it sells on its website and of exploiting its wealth of internal data to promote its own merchandise at the expense of other sellers. To this day, the company has, of course, denied all allegations. However, a recent report by Reuters—which involved examining the thousands of internal documents, such as emails, strategy papers and business plans—suggests otherwise.

Reuters found that the company has run a systematic campaign of creating knockoffs and manipulating the search results of customers to boost its own product lines in India—one of the company’s largest growth markets. According to the report, the documents reveal how Amazon’s private brands in India have secretly exploited the data from Amazon.in to copy products sold by other companies—subsequently offering them on Amazon’s own platform. The employees also stoked sales of Amazon private-brand products by rigging Amazon’s search results so that the company’s products would appear, as one 2016 strategy report for India put it, “in the first 2 or three […] search results” when customers were shopping on Amazon.in.

The multi-national retailer has had a rocky history of allegations, in particular after employees who have worked on private-brand products have accused the company of exploiting proprietary data from individual sellers to launch competing products and manipulating search results to increase the sale of the company’s goods. However, the recent findings, published by the Reuters investigation team on 13 October 2021, provides evidence for the first time that the company is actively manipulating search results in favour of its own products—and that high-level executives were in on the act, or at least told about it.

As the document states, two executives reviewed the India strategy—senior vice presidents Diego Piacentini, who has since left the company, and Russell Grandinetti, who runs Amazon’s international consumer business. The findings indicate this was true for India, however, questions can be made as to whether this rigging of search results is also happening in other nations across the globe.

In response to the findings made by Reuters using the documents published, Amazon replied: “As Reuters hasn’t shared the documents or their provenance with us, we are unable to confirm the veracity or otherwise of the information and claims as stated. We believe these claims are factually incorrect and unsubstantiated.” It did not elaborate or address the questions raised by Reuters about the evidence in the documents presented in clear sight—instead, it deflected the allegations in a dismissive manner as quickly as they arrived. And considering the company’s not-so-perfect track record, I’m betting more of the same cheatery will soon be found in other countries.

Keep On Reading

By Fatou Ferraro Mboup

Understanding the Carla Foster case and how it might impact abortion rulings in the UK

By Bianca Borissova

How stan culture is turning manic pixie dream boy Timothée Chalamet’s fans into misogynistic haters

By Charlie Sawyer

The Guardian claims Greta Gerwig sold her indie soul by directing Barbie

By Charlie Sawyer

Florida plans to expand Ron DeSantis’ Don’t Say Gay law into workplaces and ban use of preferred pronouns

By Priya Raj

Fast fashion factories: Why are brands like Oh Polly and SHEIN pretending to be honest now?

By Charlie Sawyer

Fancy staying in Shrek’s swamp? Well, here are Airbnb’s most iconic film-inspired homes

By Charlie Sawyer

Harry Styles rivals Goop founder Gwyneth Paltrow with new line of sex-themed perfumes

By Alma Fabiani

Jonah Hill texts: Men who brag about going to therapy tend to be emotional abusers

By Charlie Sawyer

Jamaica women’s football team forced to crowdfund in order to attend 2023 Women’s World Cup

By Abby Amoakuh

Elon Musk threatened to burn Warner Bros. down after Amber Heard was fired from Aquaman 2

By Charlie Sawyer

Girlies just leaked the teaser trailer for Mean Girls: The Musical and people aren’t happy

By Fatou Ferraro Mboup

What’s the happiest country in the world? Spoiler: it didn’t win fairly

By Emma O'Regan-Reidy

5 iconic celebrity airport outfits and what to buy to achieve them

By Alma Fabiani

Your go-to guide on how to sell and buy products on TikTok Shop

By Jennifer Raymont

5 must-have products from Youth To The People, Miley Cyrus and Kit Connor’s favourite skincare brand

By Mason Berlinka

Is Kanye West making a comeback? Why we shouldn’t allow the rapper to return to centre stage

By Phoebe Snedker

Kourtney Kardashian isn’t dramatic, she’s yet another victim of eldest daughter syndrome

By Abby Amoakuh

Sabrina Carpenter’s music video for Feather gets priest fired from his church

By J'Nae Phillips

The girls are using maths and dinner to redefine womanhood, one TikTok trend at a time

By Abby Amoakuh

Watch the first official trailer for Netflix’s new reality TV show, Squid Game: The Challenge