Home » News » Private and Self-serving Algorithm Used by Amazon in UK Faces £900m Lawsuit

Private and Self-serving Algorithm Used by Amazon in UK Faces £900m Lawsuit

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Amazon is being sued in the UK for $1 billion (£889 million) over charges that it misused its dominating position by favoring its own products. Consumer rights activist Julie Hunter filed the lawsuit, and according to her attorneys, it is about "a secret and self-favoring algorithm" that the internet giant is using to sell its own items through the website's "purchase box" feature. The lawsuit claimed that products chosen for Amazon's purchase box are more visible to customers and, as a result, have an advantage in generating sales. On behalf of British customers who have purchased products on Amazon since October 2016, a class action lawsuit is being proposed. Private and Self-serving Algorithm Used by Amazon in UK Faces £900m Lawsuit It is "opt-out," which means that unless a potential claimant chooses to opt-out, they will be included in the claim. In this case, it is alleged that the online marketplace broke the law on competition, misused its e-commerce hegemony, and concealed superior offers by directing customers to these highlighted offers. The buy box favors goods sold by Amazon itself or by merchants who pay Amazon to handle their logistics, according to Ms. Hunter, and is not based on price or quality. Regardless of how strong their offers may be, other vendors are essentially excluded. Private and Self-serving Algorithm Used by Amazon in UK Faces £900m Lawsuit Before moving forward, the lawsuit must be validated at London's Competition Appeal Tribunal, where it is anticipated to be filed by the end of October. This allegation is without merit, and we're certain that will become obvious via the legal process, an Amazon spokeswoman said in a statement. They constantly endeavor to highlight deals that give clients cheap prices and quick delivery.

By Saloni Behl

I always had a crush on technology that\'s why I love reviewing the latest tech for the readers.

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