people Who shop at Amazon, often stands in front of some of the huge selection of more or less similar products. Many Online shoppers rely on a recommendation of the shop – but a good choice these products are not always.

The reason: the Label "Amazon's Choice" is not a team of experts, which tests the advantages and disadvantages of the item and its price-to-performance ratio in Relation to similar products, but to an algorithm. The Problem is that This is kept under lock and key algorithm based on customer ratings, price and availability and seems to be not always reliable, such as "BuzzFeed", "The Verge," but also the "world" reports.

"We have introduced 'Amazon ' Choice' in 2015, to make shopping easy for customers by highly rated, well-priced products to highlight, the shipping for the most popular searches on Amazon ready for," wrote a spokesman for Amazon in a statement to the American news website "BuzzFeed". A spokeswoman for the German subsidiary of the US group, told the "world" also: "'Amazon'Choice' is our product selection, we believe that it could be appealing to customers."

But, above all, what the price should be a consumer of the Label panels. This shows a recently published sample of the Verbraucherzentrale NRW: price including delivery for 100 was the total investigated article on the Marketplace, almost a fifth (18 per cent) above the price in the dealer Shops, in 98 of the 100 articles, customers had to pay less there than in the Amazon stores. FOCUS MONEY - The best money ideas for 2020

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Three extreme examples are the consumer to highlight guards in particular:

• coffee vending machine in the Amazon store: 840 Euro. In the own Shop of the dealer required the consumer advice centre NRW 673 Euro. Conclusion: At the dealer, even the coffee machine was at the time the sample is 167 euros cheaper.
• Lego crane truck in the Amazon store: 251 euros. In our own retail Shop: EUR 181. Conclusion: The dealer sold the Lego crane at the time of the sample on its own sales page 70 euros cheaper.
• espresso machine in the Amazon store: 151,16 EUR. On the private side of the trader sold them for 123,95 euros. Conclusion: The trader buyer for the machine numbers 27,21 Euro less.

As the Verbraucherzentrale NRW writes, it was in the case of the studied products almost exclusively to highlighting Amazon – either with an orange bar "Bestseller No. 1" or with a black "Amazon's Choice".

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"That the dealer does not offer at Amazon for your best prices, may lie on the Stand and selling fees. Amazon collects 15 percent and more,“ speculate the consumer advocates. Therefore, it is worthwhile to start before the purchase of a price comparison on a search engine. "As a result, you can also find lower prices at other vendors."

But only the price, also the quality of the products seems to be always satisfactory. An article by "Buzzfeed" shows, for example, that many consumers have identified significant shortcomings in the Amazon recommended product. So Amazon advised about the purchase of a Children's thermometer, which was referred to by the manufacturer as "inaccurate".

The YouTuber lock picking lawyer noted that several "high-security-padlocks" from Amazon can be opened in two seconds. Said to "Buzzfeed" that the products are all "deeply flawed". Amazon Music - Latest Hits, radio plays and Sport (display) test Now free Amazon Music, and more than 50 million Songs to listen to!

Despite all the criticism, Amazon Germany wants to hold on to, nevertheless, to the seal. "We do everything we can to protect the confidence of the customers in the 'Amazon'Choice'products," said a spokeswoman for the "world". So consumers in the future have to do research, despite the recommendations in more detail, whether the product is actually a good product.

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