New Class Action Lawsuit Claims Amazon Discriminates Against Straight White Men

Amazon Discrimination Class Action Lawsuit Overview: 

• Who: Jonathan Correll filed a class action lawsuit against Amazon.com, Inc. 
• Why: The plaintiff alleges Amazon discriminates against straight, white male sellers. 
• Where: The class action lawsuit was filed in California federal court. 

Amazon has blatantly created, advertised, marketed and employed several race-, sex- and LGBT status-based policies and programs for its website that entice, steer and direct consumers away from its disfavored sellers, who are heterosexual White males, a new class action lawsuit alleges.

“Amazon’s sexist policies and programs deny full and equal accommodations, advantages, privileges or services to sellers who unfortunately are male, non-binary or transgender men,” the lawsuit states.

Plaintiff Jonathan Correll cites a section of Amazon’s website called “Minority Report” where two of the subcategories are titled “Misc. BOB [Black Owned Business] Products” and “Buy Black,” pages that list everything from cosmetics and candles to supplements, tea, books, food, kitchenware, toothpaste and jewelry, all sold exclusively by Black sellers.

“There is no equal webpage, section of Amazon’s website or program for sellers of other racial groups, i.e., there is no ‘Buy Latinx,’ ‘Buy Native American,’ ‘Buy Asian’ or ‘Buy Caucasian page,” according to the lawsuit. 

Class Action Lawsuit Claims Amazon’s Policies Are ‘Racist’ Against While Sellers

“A web page that promotes, highlights, showcases or otherwise increases the visibility of sellers and their products based solely on their race and denies equal accommodations, advantages, facilities, privileges or services to members of every other race, is racist and violates California Civil Code sections 51 and 51.5,” the complaint states.

The most brazen example of Amazon’s racist programs is the Black Business Accelerator program, which offers valuable business benefits to other Black sellers, no matter their wealth or success in business, according to the complaint. 

“A program that provides financial assistance, business education and mentorship and marketing and promotional support to sellers of one race and denies equal accommodations, advantages, facilities, privileges or services to members of every other race, is racist and violates California Civil Code sections 51 and 51.5,” the complaint states.

In the 44-page complaint, Correll cites Amazon’s Seller Certification program, its link to shop Hispanic and Latino goods for Hispanic Heritage Month, its Guided Buying policy, its “Discover Women-Owned Businesses” webpage and more as examples of the alleged discrimination. 

“Amazon reserves its worst discrimination and distaste for heterosexual White males despite the fact that its website trumpets ‘diversity, equity and inclusion are good for business – and more fundamentally – simply right,’” the complaint states.

Correll brings the lawsuit on behalf of himself and a class of heterosexual White males who experienced discrimination on Amazon.com. He seeks public injunctive relief against Amazon from engaging in the alleged unlawful practices; an order requiring Amazon officers and employees undergo diversity, inclusion and equity training; statutory damages; and attorneys’ fees. 

Are you a White, heterosexual male who feels you have been discriminated against by Amazon? Let us know in the comments! 

The plaintiffs are represented by Greg Adler of Greg Adler, P.C. 

The Amazon Discrimination Class Action Lawsuit is Jonathan Correll v. Amazon.com Inc. et al., Case No. 3:21-cv-01833-BTM-MDD, in the U.S. District Court for the Southern District of California.

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