Amazon has been dabbling with brick-and-mortar retail for over three years now in its hometown of Seattle and things seemed to have gone well enough for it to make an international move in March 2021, leading the e-commerce giant to open its first Amazon Fresh in Ealing, West London. But selling ‘fresh’ products isn’t exactly what one of the Big Five is most known for. In a move to further boost its UK physical real estate presence and remind all of us of the broad range of products the company has to offer, Amazon has now announced it will open another store in London’s White City Westfield shopping centre—focused on selling a range of goods trending on its website, covering categories such as books, games and toys.

The firm’s new ‘4-star’ store, around 5,000 square feet, will also allow customers to buy goods online and collect orders at the shop as soon as the next day. In addition, an option to drop off returns there will also be offered. The store will also have the full range of Amazon devices available to demo, including Kindle e-Readers, Fire Tablets, and Echo Dots. Apple Store who?

The move marks the online marketplace’s second non-grocery shop in the UK, having last month launched a store at the Bluewater shopping centre offering products that are rated four-star (hence the name) or above on the website. “That comes on top of a wider physical store expansion this year, with the group, led by Andy Jassy, opening six Amazon Fresh grocery shops in London in the year to date,” Evening Standard wrote while covering the recent news.

Andy Jones, director at Amazon 4-star UK, told the publication, “Since opening our first Amazon 4-star store in Bluewater, we’ve heard how much customers love to discover new products, test devices, and see what’s trending locally.” He added that the firm is looking forward to “bringing this exciting and convenient new way of shopping to more customers.”

While Amazon’s brick-and-mortar shops based in the US enable customers to purchase products without having to interact with a cashier, or anyone else for that matter, it seems that London’s 4-star sites still require some good old social interaction with shop workers. The same cannot be said about the six upcoming Amazon Fresh shops, which will be based in Camden, Wembley Park, White City, Canary Wharf, Dalston as well as the greater London area.

Brace yourself everyone, because it looks like soon enough, we’ll all be doing some interaction-free shopping where we’ll have to pay with the palm of our hand.

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.