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  • May 2023
  • Article
  • AEA Papers and Proceedings

Self-Preferencing at Amazon: Evidence from Search Rankings

By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
  • Format:Print
  • | Pages:5
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Abstract

We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study participants. Using this methodology, we observe search positions, search behavior, and product characteristics. We find that Amazon branded products are indeed ranked higher than observably similar products in consumer search results. The prominence given to Amazon brands is 30% to 60% of the prominence granted to sponsored products.

Keywords

Consumer Behavior; E-commerce; Product Positioning; Brands and Branding

Citation

Farronato, Chiara, Andrey Fradkin, and Alexander MacKay. "Self-Preferencing at Amazon: Evidence from Search Rankings." AEA Papers and Proceedings 113 (May 2023): 239–243.
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About The Author

Chiara Farronato

Technology and Operations Management
→More Publications

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More from the Authors
  • Estimating Models of Supply and Demand: Instruments and Covariance Restrictions By: Alexander MacKay and Nathan H. Miller
  • Is AI the Right Tool to Solve That Problem? By: Paolo Cervini, Chiara Farronato, Pushmeet Kohli and Marshall W Van Alstyne
  • Webmunk: A New Tool for Studying Online Behavior and Digital Platforms By: Chiara Farronato, Andrey Fradkin and Chris Karr
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