Entire first row was an ad for bulletproof coffee and sugarbearhair vitamins. Second row had the amazon brand on the left with prominent amazon logos on the coffee bag and the pill bottle and a tag that says “featured from our brands” and the first word in he title for both items was Amazon. The next three items were sponsored ads.
I don’t see amazon being deceptive here. They are making it very clear you are buying the “Amazon Brand.”
Try it yourself. The hard part is finding out what Amazon's brands are since they (surprise!) don't publish a list. This is the best list I could find in my short time searching
https://www.businessinsider.com/amazon-owns-these-brands-lis...
It seems inevitable that once a platform, whether it's an ISP, a media platform, or an ecommerce platform, starts making its own products for that platform, then they will also start abusing their power against their own platform partners.
It's just irresistible for them not to, because there's so much to gain from it. So only (pro-active) laws could stop this. You can't leave it "to the market" to solve this, because by the time that happens (if ever), the platform company would have already extracted tens and hundreds of billions of dollars from the strategy and killed an untold number of smaller companies.
... and by the time most users would jump to another platform, that other platform would start pulling the same thing, because why not? Ad infinitum.