Amazon Defeats Consumers’ Deception Suit Over ‘Buy Box’ Feature

Amazon.com Inc.‘s “buy box” feature that highlights a seller’s product page is merely marketing and not a deceptive practice, a federal judge said dismissing a proposed class action that alleged the feature tricked consumers into believing they were getting the best offer for a given product.

The consumers’ theory “dangles on an unsupported conclusion that the ‘best offer for all customers is the offer featuring the lowest price with an equal or better delivery time,” Judge Marsha J. Pechman of the US District Court for the Western District of Washington said Wednesday. “This is a conclusory inference, which the ...