AI incident ·
Amazon Allegedly Tweaked Search Algorithm to Boost Its Own Products
In brief
An AI system built and deployed by Amazon allegedly harmed Small Businesses On Amazon and Amazon Customers.
- Risk domain
- Socioeconomic & Environmental Harms
- Occurred
- Coverage
- 3 reports
What happened
Amazon tweaked product-search algorithm to boost and guide customers towards more profitable in-house products instead of showing mainly most-relevant and best-selling listings, which its internal engineers and lawyers alleged to violate company’s best-for-customer principle.
Laws that address this harm
Policy angle: Classified under Socioeconomic & Environmental Harms (Power centralization and unfair distribution of benefits) in the MIT AI Risk Repository taxonomy; 5 recorded instruments address this use case.
- Colorado AI Act
- Framework Convention on AI (CETS 225)
- India DPDP Act
- Law on Artificial Intelligence (2025)
- Law No. 132/2025 on artificial intelligence
Matched from the record's risk domain and country to the instruments recorded here. A reviewer can correct the match in the repository (data/external/incident_overrides.yaml).
News reports (3)
Titles link to the original publisher; report text is not reproduced here.
Who was involved
Classification (MIT AI Risk Repository taxonomy)
- Risk domain
- Socioeconomic & Environmental Harms
- Causal entity
- AI
- Intent
- Intentional
- Timing
- Post-deployment
- Harm level
- —
- Sectors
- —
- Countries
- —
Risk entries describing this failure mode
Entries from the MIT AI Risk Repository coded to subdomain 6.1.
- Monopolisation
"Monopolisation - Abuse of market power through the control of prices, thereby limiting competition and creating unfair barriers to entry."
- Power concentration
"Power concentration - Amplification of concentration of economic and/or political wealth and power, potentially resulting in increased inequality and instability."
- Potential exploitation by totalitarian regimes
- Corporate power may impeded effective governance
"The increasing power and influence of large corporations may make effective governance difficult. There exists a power asymmetry between corporate entities profiting from LLMs and other social groups (e.g. civil society...
- Market concentration risks and single points of failure
"Market power is concentrated among a few companies that are the only ones able to build the leading general- purpose AI models. Widespread adoption of a few general- purpose AI models and systems by critical sectors inc...
- Global AI Divide
"General- purpose AI research and development is currently concentrated in a few Western countries and China. This ‘AI Divide’ is multicausal, but in part related to limited access to computing power in low- income count...
- Global AI R&D divide
"Large companies in countries with strong digital infrastructure lead in general- purpose AI R&D, which could lead to an increase in global inequality and dependencies. For example, in 2023, the majority of notable gener...
- Market concentration and single points of failure
"Market shares for general- purpose AI tend to be highly concentrated among a few players, which can create vulnerability to systemic failures. The high degree of market concentration can invest a small number of large t...
Incidents in the same risk subdomain
- LLM Scrapers Allegedly Target Multiple Open Source Projects Disrupting the FOSS Ecosystem
- Coupang Allegedly Tweaked Search Algorithms to Boost Own Products
- Gmail’s Inbox Sorting System Reportedly Reduced Visibility of Political Emails and Campaign Calls-to-Action
- Google Fined for Changing Shopping Algorithms in EU to Favor Own Service
- Amazon India Allegedly Rigged Search Results to Promote Own Products
Other incidents involving Amazon
- Amazon Algorithmic Pricing Allegedly Hiked up Price of Reference Book to Millions
- Amazon Reportedly Sold Products and Recommended Frequently Bought Together Items That Aid Suicide Attempts
- Alexa Recommended Dangerous TikTok Challenge to Ten-Year-Old Girl
- Amazon's AI Cameras Incorrectly Penalized Delivery Drivers for Mistakes They Did Not Make
- Amazon's Monitoring System Allegedly Pushed Delivery Drivers to Prioritize Speed over Safety, Leading to Crash
- Amazon Allegedly Forced Deployment of AI-Powered Cameras on Delivery Drivers
Source record: incident #251 on the AI Incident Database · all 3 reports