Amazon is reportedly facing a class action lawsuit alleging that its ‘Buy Box’ feature misleads customers into purchasing more expensive items.
The lawsuit claims that the Buy Box, which includes ‘Buy Now’ and ‘Add to Cart’ buttons, often does not feature the lowest-priced offer for an item, contrary to what customers might believe.
Instead, it is alleged that Amazon’s algorithm favors products from sellers enrolled in its Fulfillment by Amazon (FBA) program, which may not be the best deal for consumers.
The complaint suggests that nearly 98% of Amazon’s sales come from products featured in the Buy Box, and customers could find better deals by navigating to ‘Other Sellers’ on the product page.
The lawsuit, filed by two Californians on behalf of all Amazon customers who have used the Buy Box since 2016, also references a recent antitrust case by the U.S. Federal Trade Commission and 17 states against Amazon, accusing the company of anticompetitive practices related to the Buy Box.
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