Self-Preferencing at Amazon: Evidence from Search Rankings

Category: Marketing Seminar
When: 26 April 2023
, 09:00
 - 10:00
Where: RuW 1.201
Speaker: Chiara Farronato (Harvard Business School)

Self-Preferencing at Amazon: Evidence from Search Rankings

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.

More information on Chiara Farronato can be found here.

The Seminar will be held in Seminar Room RuW 1.201. We appreciate attendance in person, but if you cannot make it in person, please contact Lukas Jürgensmeier for Zoom link.