Amazon appears to be testing a new feature to promote its own products under the listings of competing brands.
CNBC reported that users could find the link “Similar item from Our Brands” under search results for a variety of products, which connects to the product page of Amazon’s private brands. For example, users looking to buy body wash from Dove could find under the listing a link directing them to a product page of P.O.V., an Amazon-owned personal care brand. Similarly, the link underneath the listings for Bounty paper towels connects to Amazon’s household brand Presto.
Vendors voiced out their complaints on Amazon’s seller forum, raising questions over the fairness of competition on the platform.
“If you’ve got Amazon brands competing against you, it’s just become that much more difficult to be competitive in the marketplace,” said Jeff Cohen, chief marketing officer at Seller Labs, an agency that helps sellers advertise their business on the online marketplace.
Amazon has not announced any new features on the platform, nor has the company responded to media enquiries on the matter.
A report by TJI Research released last week expected Amazon’s private labels to contribute $7.5 billion in sales this year. “Private label is one of the highly under-appreciated trends within Amazon, in our view, which over time should give the company a strong ‘unfair’ competitive advantage,” the report said.