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It's not advertising per se, it's having the first place on that query on the list of amazon products. If you search on amazon you have sponsorised products at the top, products that aren't at the organic top with amazon's ranking system but pay to be above it.

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But it's not the same as advertisement today.

If I search for shoes on Amazon and I see an advertisement for a different brand amongst the search results, that's fine. I'll ignore it.

If I ask someone what shoes Kardashian was wearing and they give me a single answer that's incorrect, that's an entirely different thing.

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