If you have a product that's negatively affected by this, then this is kind of a big deal. If you look at the marketing data, most people don't like spending a dozen extra seconds, much less a few extra minutes, finding what they want.

>Google prioritizes certain websites/results when I enter queries too, it doesn't mean I'm required to click on them.

I would like to call this "an appeal to free will". It's true that individuals can choose what they click, but there is also going to be a statistical reality of what people "choose" to click more/most often.

Because of this, imo the big deal is absolutely gargantuan. Google for example handles several billions of searches per day. To your point of continuing to hunt for the right results, just adding a few seconds per search increases the amount of aggregate time spent searching on a scale of centuries per day. I would argue it's a similar case with Amazon; the service is so large that a minute changes can have tremendous impacts.

The issue is that Amazon is prioritizing their own products/labels, not that prioritization just happens (which is basic search query functionality).

Google was fined several billion dollars by the EU for prioritizing their own products in search.