[Khalos]

I just tried the experiment myself and I get very similar results to what the article describes.

It's mostly sponsored (4 of the top 10 are sponsored). There is only 1 on the entire first page where I recognize the brand. It's the 2nd last on the page (Cuisinart). I see no KitchenAid or OXO.

[gruez]

My experience is more similar to the parent. Granted, the first row seems to be a sponsored spot with 3 listings of spatulas for a brand called "MOACC", but the KitchenAid spatula is the first in second row, which is also prominently labeled "results". A good portion of the search results are also for brands that I don't recognize, but it's not impossible to find name brands. The third row is labeled "AMAZON’S CHOICE", which contains products from KitchenAid, OXO, and Rubbermaid. The fourth row (ie. second row of results), also contains KitchenAid and OXO products.

This is done on amazon.com, from a US VPN ip, using chrome browser on desktop.