Amazon: Its Search Warrants Watching

July 7, 2015

I read “Amazon Must Face Trademark Lawsuit over Search Results.” The write up reports that “the online retailer’s search results can cause confusion for potential customers.” The product in quest is a watch from a “high end watchmaker Multi Time Machine.”

My own experience with Amazon search results is that, on the whole, the system outputs “close” results. Close as in horseshoes. My annoyance grows each time I click on a title only to learn that it is not available. Grrr. How tough is it to allow me to NOT out results which I do not want to view? There are other issues as well. These range from the do it yourself approach to content processing for Amazon’s “enterprise search” on AWS to the baffling listing of results which are Amazon’s, in Amazon’s warehouse, available from an Amazon partner, or listed by a now unemployed middle school teacher after the product did not move at a recent garage sale.

The write up points out:

Amazon displays MTM Special Ops in the search field and immediately below the search field, along with similar watches manufactured by MTM’s competitors for sale. MTM alleged this could cause customers to buy from one of those competitors, rather than encouraging the shopper to look for MTM watches elsewhere.

But everyone loves Amazon, the click throughs (which are not used to fund Beyond Search, thank you), and the wonky lovable founder. I am convinced he is the world’s smartest man. I mean who could even think of being more intelligent?

I suppose my dull average intelligence, like Multi Time’s, is just not able to understand the relevance of Amazon’s search and retrieval system.

Stephen E Arnold, July 7, 2015


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