Amazon is again leveraging control over its marketplace to promote its private labels – and it's arguing this practice is used in most stores:
of e-commerce sales and product search, magnifying the impact of its promotions. And when one of the comparisons pops up, Amazon is creating a head-to-head decision for consumers that's unique to e-commerce, since consumers aren't just viewing two items in-store. All of this may bother antitrust regulators that are concerned about Amazon leveraging its position as both a marketplace and a seller on the marketplace, and it could lead to sanctions against the e-tailer.
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