Amazon’s Secret Operation to Gather Intel on Rivals
Apr 29, 2024
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Dana Mattioli, a dedicated WSJ reporter, uncovers the secretive world of Amazon's 'Big River,' a covert operation gathering intel on rivals like Walmart and eBay. She delves into Project Curiosity, revealing their unconventional tactics and how it evolved from enhancing seller experiences to invasive competitor research. The podcast highlights Amazon's strategic maneuvers to sell on Walmart.com and the legal implications of these deceptive practices. Mattioli discusses the retail industry's reaction to this undercover operation and the potential for regulatory changes.
Amazon used shell company 'Big River' to spy on rivals globally through covert operations.
The revelation of Amazon's secret intel gathering raises legal concerns and prompts industry reflection on oversight of seller platforms.
Deep dives
Amazon's Shell Company for Rival Intelligence
Big River Services International, a seemingly generic business, was revealed to be an Amazon shell company gathering information on rivals. Amazon's Project Curiosity disguised as Big River researched competitors beyond typical methods. Through Big River, Amazon went global, creating fake brands and gathering competitor pricing and logistics data.
Operational Secrecy and Intelligence Collection Tactics
To conceal its activities, Amazon employees on Big River team worked covertly, using different email addresses and warehouses. The team adopted meticulous information collection processes, taking screenshots of rival platforms for insights. Despite revenue deficits, the primary goal was intelligence gathering, including shipping processes and product details.
Implications of Amazon's Competitive Tactics
Amazon's covert competitive intelligence methods signal a departure from its customer-centric image. The shell company's misrepresentation raises legal concerns about trade secret misappropriation. The revelations prompt industry reflection on oversight of seller platforms and potential updates to terms of service for seller transparency.
For almost a decade, Amazon staff went undercover on Walmart, eBay and other marketplaces selling products under the guise of a company called ‘Big River.’ WSJ’s Dana Mattioli reports on the secret arm of Amazon that surreptitiously gathers intelligence on its competitors.