Congrats, you missed the whole point about Amazon.
As others already replied, the business model of Amazon (and any marketplace that sells its own products within it while being part of an oligopoly) is precisely to prevent unbiased comparison. Amazon gets data on all the products being sold on its website, its warehouses occupancy … then make Amazon Basics and replace them. They did that before also with diapers among many other examples e.g. https://arstechnica.com/tech-policy/2020/07/emails-detail-amazons-plan-to-crush-a-startup-rival-with-price-cuts/ but they also do the same with software products, e.g. AWS.
So no, clearly Amazon is not about having fair comparisons and a shopping cart. Amazon is about being the ONLY shopping cart one can have fill it with Amazon products.
PS: to clarify also something very obvious but just in case it’s not so, Amazon by the simple fact of controlling the order of search results control what customers can, or can not, see and thus compare and in fine buy. Even if it did not sell it’s own products (which again, it does) it would still be able to manipulate what customers buy. That is, again, the opposite of an unbiased product comparison service.
At least you are an adult so you have the tools, cognitive and cultural, helping you see the problem. Imagine a very young kid, say 5 years old, watching exciting video content. They do not yet possess such ways to protect themselves from for-profit manipulation.
Just few days ago I finished the IMHO excellent “Buy The Mouse that Roared: Disney and the End of Innocence” by Henry A Giroux and Grace Pollock so you can already understand where I’m going with this.
Yes, advertisers are terrible, they make money by manipulating our thoughts, probing our deepest desire, toying with our emotions in order to sell us whatever is made by whomever pay them the most. But… you and I are fully formed human beings in the sense that we are adults. We spend years navigating through the world, getting scamming, learning how to spot lies and marketing pitches. The problem is, as showcased by Disney in that example (a very important example!), the process is not random. It is a very thoughtful and strategical one, namely how to transform a human being to a consumer from the youngest age.
Anyway I won’t dig into the obvious but the book ends with a couple of practical links e.g. commercial free childhood (what a name, how can how even imagine that would be needed?) which since then became https://fairplayforkids.org/
If you prefer a video on the topic the 2001 yes still relevant 2001 documentary (52 min) “Mickey Mouse Monopoly - Disney, Childhood & Corporate Power” https://films.mediaed.org/Film/Mickey_Mouse_Monopoly/f56fd530-8724-460b-b2bc-6eba9868f0e7
I personally pulled that thread also thanks to the more recent 2016 article “Teaching Disney Critically in the Age of Perpetual Consumption” https://www.jstor.org/stable/45157190 but, again, the point is that it’s systemic.