Amazon Steers Consumers To Higher-Priced Items, Lawsuit Claims

Amazon has been sued in a proposed U.S. class action that accuses the online retailer of violating consumer protection law by steering shoppers to higher-priced items to earn extra fees. Filed this week in the Seattle federal court, the complaint cites the recent FTC antitrust case against Amazon. It alleges Amazon's algorithm for its "Buy Box" often shows higher-priced options over faster, cheaper alternatives. The suit says shoppers click Amazon's "Buy Now" button nearly 98% of the time, falsely believing its choices offer the best deal. Amazon created the algorithm to benefit third-party sellers that pay "hefty fees" for its Fulfillment By Amazon services, the suit alleges.

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