Prioritization vs. Neutrality on Platforms: Evidence from Amazon’s

45 Pages Posted: 10 Oct 2017 Last revised: 5 Nov 2019

Date Written: November 1, 2019


This paper studies the efficient use of prioritization in Amazon’s, taking into account the trade-off between entry and congestion. I specify and estimate supply and demand models for live video, and a congestion model. Using technological shocks, I identify congestion costs for content providers and their consumers. Using shocks in prioritization, I identify its benefits. With estimated preferences and technological parameters, I construct counterfactuals. Without congestion, demand potentially doubles. A supply-side Pigouvian tax is preferred to a demand-side one. Without prioritization, consumer welfare drops up to 10%. I consider a rent-extractive platform, and discuss parallels with net-neutrality policy.

Keywords: Prioritization, Congestion externalities, Internet platforms, Media, Two-sided markets, Net neutrality

JEL Classification: D22, D62, L13, L14, L82, L96

Suggested Citation

Tudón, José, Prioritization vs. Neutrality on Platforms: Evidence from Amazon’s (November 1, 2019). NET Institute Working Paper No. 17-14, Available at SSRN: or

José Tudón (Contact Author)

ITAM Business School ( email )

Av. Camino a Santa Teresa 930
Colonia Heroes de Padierna
Mexico City, Magdalena Contreras 10700


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