Columbia Study: Amazon and Walmart AI Chatbots Can Spot Fake Made in USA Labels but Don’t Flag Them

Amazon and Walmart’s AI shopping chatbots can detect false “Made in USA” claims on their own platforms but the companies don’t use that ability to flag or remove the listings, according to a study released July 30, 2026, by Columbia Law School’s Center for Law and the Economy.

Key findings

• Researchers Erie Meyer and Zachary Harris tested Amazon’s Alexa for Shopping and Walmart’s Sparky. Both spotted listings with “Made in USA” in the title but another country or “imported” as the origin.
• They documented dozens of mislabeled products live on both sites and said this kind of fraud appears common.
• Amazon’s chatbot refused questions about “Made in USA” fly-fishing reels but answered the same question about reels made in China. Rewording the query unlocked USA-made results.
• Neither platform offers a country-of-origin filter.
• Amazon told Reuters it shows origin data on product pages where available and is working to surface it more. Walmart did not comment, Quartz reported.

“They can spot ‘Made in USA’ fraud on command. They described letting it persist as a business calculation.”

Erie Meyer, Center for Law and the Economy

Why it matters for Made in USA

Most Made in USA enforcement targets sellers, not marketplaces. The study argues the platforms already have tools to catch false claims. Pressure on Amazon and Walmart has grown, from FTC letters in 2025 to the 2026 executive order on online marketplaces. Related: FTC letters to Amazon and Walmart and eBay’s automated origin errors.

FAQ

Who did the study?

Erie Meyer and Zachary Harris of Columbia Law School’s Center for Law and the Economy, led by former FTC Chair Lina Khan.

What did it find?

Amazon’s and Walmart’s AI shopping bots can detect false Made in USA listings, but the companies don’t flag or remove them.

Can I filter by country of origin on Amazon or Walmart?

Not as of the study. Neither offered a country-of-origin filter.