In a strategic move to maintain a clean and competitive edge, Apple has reportedly struck a deal with Amazon to limit the presence of competitor ads on its product pages and search results. This arrangement, which dates back to 2018, has resulted in a notably clutter-free experience for Apple customers shopping on Amazon.
According to a report by Insider, Apple’s influence extends to both search results and product pages. While Amazon still displays competing products alongside Apple devices, the number and placement of these ads are significantly reduced. For instance, searching for an iPhone 15 on Amazon yields primarily Apple-branded ads, with only a few additional placements at the top and bottom of the page. In contrast, searches for rival devices like the Samsung Galaxy S23 are accompanied by a barrage of ads for other products and services throughout the results page.
Apple’s ad-free privilege extends to product pages as well. Instead of the usual clutter of “products related to this item” and “4-star and above” recommendations, Apple product pages remain relatively clean and focused. This stands in stark contrast to product pages from companies like Samsung, which are often inundated with recommended items from other brands further down the page.
The underlying reason behind this preferential treatment is a 2018 agreement Apple made with Amazon to secure a prominent presence on the e-commerce platform. In an email previously released by the House Judiciary Committee, Jeff Wilke, Amazon’s former retail chief, explicitly acknowledged Apple’s desire for an ad-free shopping experience: “We understand that Apple does not want to drive sales to competing brands in search or detail pages… On product detail pages, we understand that Apple does not want to see any product placement that recommends non-Apple products.”
While Apple’s spokesperson, Fred Sainz, confirmed the arrangement, the details surrounding financial compensation remain unclear. Wilke’s email suggests that Apple might be paying for the exclusive ad space or compensating Amazon for the lost revenue from third-party advertisements.
