Amazon Picks Favorites With Brands in ‘Pay to Play’ Strategy

Amazon.com Inc. is giving special privileges to companies that sell their wares directly through its online store, according to a new study.

Companies such as Burberry Group Plc and Levi Strauss & Co. that have formed a partnership with Amazon have scored unusual deals that let them control how their merchandise is sold through the world’s largest online retailer, according to a study by market researcher L2 to be released this week. The companies have been able to limit the sale of goods from third-party resellers, a practice Chief Executive Officer Jeff Bezos has traditionally let run unimpeded over objections from some brands.