Amazon is one of the biggest international e-commerce players, recently expanding into Brazil. Among its main sales strategies is the Prime seal, which differentiates certain items from others due to their supply by Amazon itself, through the FBA service. This study analyzes whether Prime products benefit from the platform, as they are offered at the top of search results, regardless of their other characteristics besides the seal. In addition, possible justifications for this favoritism of the algorithm are discussed, such as the idea that Prime products offer better quality for the consumer (free shipping, fast delivery, better reviews), and, therefore, are preferred by users. On the other hand, it is possible that it is just a company practice to privilege sellers who have contracted FBA, pressuring everyone to opt for the service and pay more to the company. The results also contribute to the discussion regarding accusations of improper conduct by the company.