Self-Preferencing at Amazon: Evidence from Search Rankings

Chiara Farronato, Andrey Fradkin and Alexander MacKay

No 30894, NBER Working Papers from National Bureau of Economic Research, Inc

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.

JEL-codes: D12 D83 L13 L15 L81 (search for similar items in EconPapers)
Date: 2023-01
New Economics Papers: this item is included in nep-com, nep-ind, nep-pay and nep-reg
Note: IO PR
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Citations: View citations in EconPapers (5)

Published as Chiara Farronato & Andrey Fradkin & Alexander MacKay, 2023. "Self-Preferencing at Amazon: Evidence from Search Rankings," AEA Papers and Proceedings, vol 113, pages 239-243.

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