Looking for Valentine's Day Gifts? Amazon's Algorithm Comes Up With Sexist Suggestions

Amazon's algorithm is the backbone of the company's online retail success. It is responsible for the search results that customers see when they type in a keyword.

The algorithm is similar to Google's search algorithm, considering keywords when deciding which results to show first. If you type in "Valentine gadget," the algorithm will show you the most relevant results based on the keyword, perhaps something romantic or sweet.

However, creative director Chris Matyszczyk tells us in a ZDNet piece that Amazon is not all that brilliant.

Amazon Algorithm

But is Amazon's algorithm working to its full potential? The writer decided to put the algorithm to the test by searching for "Valentine gadget." The results were not what the author expected.

A multi-tool pen set for "Men Who Have Everything" was the first suggestion, followed by magnetic wristbands for holding screws, men's flashlight gloves, and finally, for women: customized wooden spoons.

The writer was disturbed by the sexist and commercialized nature of the algorithm's suggestions. The fact that the algorithm only suggested gifts that were stereotypically associated with men or women showed that the algorithm lacked an understanding of Valentine's Day, let alone the things people need on that day.

This raises the question: Is Amazon's algorithm really working? The algorithm's suggestions, as shown in the ZDNet piece, are sexist and lack creativity. But why is that?

How Amazon Algorithm Works

Fundamentally, Google's search algorithm and Amazon's ranking algorithm are very similar. It looks for keywords in search queries and then tries to match customer needs with appropriate products. Amazon searches for relevant, important, and developmental content every day to offer its customers.

A RepricerExpress blog tells us that the algorithm is designed to drive sales. The business effectively applies techniques and strategies to optimize the algorithm to exponentially grow the Amazon business.

With this, the algorithm is focused more on commercializing the site than providing customers with the best products. This means that the algorithm is not focused on providing customers with the best products but on the products that will generate the most profit for Amazon.

The Problem with Amazon

But faulty algorithms are not the only criticism of Amazon that people are taking notice of. In late January, Poland's consumer protection watchdog alleged that Amazon EU SARL, based in Luxembourg, has been engaging in practices that infringe on collective consumer interests, like misleading website information and vague consumer terms.

The e-commerce company is also pretty notorious when it comes to privacy concerns.

In January 2022, a former employee filed a case against the retailer after Amazon allegedly collected his biometric data without consent, all for these so-called COVID-19 wellness checks.

In April 2022, Tech Times reported that Amazon Alexa concerned experts after a report claimed that the voice assistant tracks users' voice data.

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