Amazon quizzed over 'Choice' ratings

Amazon is being told to reveal how it decides which products get the "Amazon's Choice" label in its online store. OC&C Strategy Consultants found that products awarded the Choice label see a sales jump of about 300%. This is partly because anyone using their Amazon Echo smart speaker to buy products in a category in which they have never shopped before, will get a product bearing the Choice label. A lack of transparency about Amazon Choice means consumers were prevented from making "Informed choices", they said. This could prompt a further call to Amazon to change the way Choice products are picked, he said. Amazon has not yet responded to a BBC request for comment on the letter or how products get into the Choice category.

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