Algorithmic Bias & Related Sellers: How Amazon’s Nudge System Affects Buy Box & Visibility

Amazon’s marketplace isn’t a level playing field, it’s a carefully engineered funnel. Every product page is layered with subtle algorithmic nudges that quietly shape buyer behavior. One of the strongest levers in this system is the “related sellers” feature, which can redirect traffic in seconds.

This isn’t just about who has the lowest price or fastest shipping; it’s about who the algorithm decides to spotlight. And when that happens, it can make or break your shot at the Buy Box.

What Does “Related Sellers” Mean on Amazon?

Amazon’s “Related Sellers” label appears in search results or product pages, often implying a connection between two or more sellers offering similar or identical products.

While it sounds harmless, like a helpful suggestion, the system can sometimes nudge customers away from independent sellers toward others who are algorithmically favored (for instance, sellers with higher account trust scores, FBA usage, or preferred pricing structures).

For sellers in the UAE Amazon marketplace, this feature can directly impact Buy Box ownership, visibility, and sales velocity — especially if Amazon begins treating your listing as a “secondary option” to a “related” seller.

Understanding Algorithmic Bias in Amazon’s Marketplace

Algorithmic bias occurs when automated decision systems favor certain profiles or attributes — not due to explicit discrimination, but because the data or weighting logic behind them skews toward particular outcomes.

In Amazon’s case, this can look like:

• Prioritizing FBA sellers over FBM sellers.
• Preferring listings with specific review velocity or brand registration status.
• Automatically linking sellers with similar SKUs as “related,” even when they are independent.

These subtle algorithmic choices reshape visibility. Independent sellers might experience a sudden drop in impressions, even without any account or pricing changes.

Evidence from Research & Seller Experiences

In 2024, an academic paper published in the ACM Digital Library analyzed how Amazon’s “related sellers” label impacts competition and consumer trust.

It found that:

“Algorithmic nudges tend to consolidate traffic toward sellers already winning the Buy Box, reinforcing existing advantages rather than distributing exposure equitably.”

On seller forums like Reddit’s /FulfillmentByAmazon and Seller Central discussions, multiple UAE and UK sellers reported similar outcomes:

• A new “related sellers” tag appeared near their listings.
• Within 48 hours, impressions dropped by 15–25%.
• Buy Box rotation frequency declined, even though price and metrics remained constant.

This aligns with the concept of algorithmic self-reinforcement, where machine learning models amplify what’s already popular, often unintentionally.

What Signals Does Amazon Use to Group “Related Sellers”?

Amazon’s system uses multiple signals to decide which sellers are “related.” While not officially disclosed, analysis from industry experts and PPC managers (including AMZ Seller Hub’s internal case studies) suggests these factors:

Signal Type	Example Metric	Potential Impact
Product Matching	Same ASIN, near-identical title	May merge listings
Fulfillment Channel	FBA vs. FBM pattern	FBA often prioritized
Price Elasticity	Frequent price match to top sellers	Grouped as “related”
Review Velocity	Sudden growth similarities	Linked as algorithmic clones
Account Metadata	Country, IP range, or return address	May create a false association

When several of these signals overlap, Amazon’s algorithm may “nudge” customers to buy from what it perceives as a more reliable or established seller.

How to Know If You’re Being Nudged by the Algorithm

Here are the telltale signs that your account may be affected by the “related sellers” bias:

• 📉 Decline in Buy Box share despite competitive pricing.
• 🔍 Lower search impressions for your branded keywords.
• 🧩 Listing merged or linked to others without consent.
• 🧭 “Other sellers on Amazon” panel is prominently displayed above your offer.
• 📊 Ad performance fluctuations unrelated to bid adjustments.

You can verify this using Amazon Brand Analytics, Helium 10 Keyword Tracker, or your PPC reports to detect anomalies in visibility.

Tactics to Counter Algorithmic Bias

Here are the tactics to counter algorithmic bias:

1. Brand Building & Uniqueness

Register your brand with Amazon Brand Registry (especially in the UAE marketplace).

Unique branding — logo, A+ content, and brand story, separates your listing from resellers, making it harder for the algorithm to group you with others.

Pro Tip: Custom packaging and trademark registration reduce “related seller” misclassification.

2. Fulfillment Strategy Choices

Fulfillment by Amazon (FBA) offers trust signals that heavily influence visibility. However, if you’re already using FBA and still face bias, try hybrid fulfillment, mix FBA with FBM to diversify your seller signals and maintain control over your listings.

3. Product Differentiation & ASIN Control

If multiple sellers are tagging into your ASIN, create a new parent ASIN with minor but legitimate differentiations (such as bundle packs or exclusive colors).

This prevents your product from being algorithmically merged under a competitor’s listing.

Monitoring, Data, and How to Appeal

Use data visualization tools to track your visibility trends.

Metric	Tool	Goal
Buy Box %	Amazon Business Reports	Detect algorithmic loss
Keyword Ranking	Helium 10 / Jungle Scout	Spot visibility dips
ASIN Merge Status	Seller Central Support	Identify “related” linkages
Traffic by Region	Brand Analytics	Track regional bias

If your product is unfairly tagged as “related,” file a case with Amazon Seller Support under “Product Listing Issues → Incorrect Seller Relation.”

Attach screenshots, data logs, and trademark certificates to strengthen your appeal.

Case Study: When the Algorithm Got It Wrong

In early 2025, a UAE-based electronics seller noticed a 40% drop in impressions. Investigation showed their ASIN was linked to another seller offering a counterfeit variant under the “related sellers” section.

After filing an appeal with data proof (Brand Registry ID, product photos, and FNSKU differences), Amazon removed the linkage. Within 10 days, their Buy Box share recovered to 92%.

This highlights the importance of evidence-backed appeals and brand control.

Checklist: Regaining Fair Visibility

• Brand registered on Amazon.ae
• Trademark filed or approved
• Custom images and A+ content live
• BA or hybrid fulfillment enabled
• Unique ASINs per variant
• Weekly keyword and Buy Box monitoring
•  Competitor linkage check every month

FAQs

Q1: What does “related sellers” mean on Amazon?

It’s an internal grouping mechanism Amazon uses to connect sellers offering similar listings. It can help buyers compare offers, but may reduce independent sellers’ exposure.

Q2: Can “related sellers” affect my Buy Box?

Yes. If your listing is treated as a related offer, Amazon may favor another seller with stronger metrics or FBA usage.

Q3: How can I prevent Amazon from linking my listings?

Maintain brand uniqueness, avoid duplicate titles/descriptions, and ensure trademark registration.

Q4: Does this happen on Amazon UAE as well?

Yes, especially since the marketplace uses global AI systems. UAE sellers can experience similar “related seller” nudges.

Q5: Can PPC campaigns offset visibility bias?

To an extent. Running sponsored ads can reintroduce your listing to the algorithm’s top layer, but brand and ASIN integrity remain essential.

Building Resilience in an Algorithmic Marketplace

Amazon’s algorithms evolve constantly, and while they aim to enhance buyer experience, they often produce unintended side effects for sellers.

For UAE Amazon sellers, understanding how “related seller” nudges work is essential to staying competitive. By building a distinct brand, controlling your ASIN structure, and using data-driven visibility tracking, you can safeguard your product presence and ensure the algorithm works for you, not against you.

AMZ Seller Hub helps Amazon UAE sellers detect algorithmic bias, optimize Buy Box visibility, and build long-term brand equity.
If you’ve noticed a sudden drop in impressions or listing merges, it might not be your fault. It might just be the algorithm.