Good news for third-party sellers! Amazon shopping cart algorithm may change

For a long time, Western antitrust agencies have not relaxed their supervision of Amazon.

Recently, in response to an investigation by the UK competition regulator, Amazon decided to take a series of measures to ensure that third-party sellers are treated fairly on its platform.

It is understood that these new changes will provide a more fair competition environment for third-party sellers. The part that sellers are most concerned about, and the part that is most beneficial to third-party sellers, is that the probability of third-party sellers' products appearing in the "shopping cart" will be as high as Amazon's own products.

Amazon's move is aimed at addressing concerns from Britain's Competition Authority , which opened an investigation a year ago into whether the company was prioritizing its own products over those of other sellers.

Ann Pope, a senior director of the agency , said on Wednesday that Amazon's changes will help ensure that third-party sellers on its platform can compete with Amazon's own products on a fair playing field. Ultimately, this means consumers can buy better products.

Amazon said: "While we do not understand the Competition Authority's concerns, out of respect we have engaged in constructive communications to address their concerns."

Amazon also pledged not to use sales data from rival sellers on its platform, such as inventory levels or demand, to gain an unfair advantage.

On the other hand, due to concerns that Amazon may give priority to FBA sellers and thus increase its use of logistics and warehousing, regulators suggest that third-party sellers can contact Amazon's delivery service providers directly in the future, reducing the profit margin made by middlemen.

If the proposals go through, Amazon would avoid a full investigation by regulators and possible fines of up to 10% of its global sales.

In addition, the proposal also includes requiring Amazon to create a second "shopping cart" and calling on sellers to be free to choose the logistics companies they want to work with, rather than having to limit themselves to using Amazon's logistics services.

Although these terms are currently mainly targeted at Amazon UK, they will certainly be promoted to more sites in the future. This is undoubtedly good news for sellers, as they will have more opportunities to display in the "shopping cart" and will also have more flexible logistics options.

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