The usual reply to this is that Amazon shows you that because you might return it and then buy a new one, gift it to someone, etc. They show it because it "wor

The usual reply to this is that Amazon shows you that because you might return it and then buy a new one, gift it to someone, etc. They show it because it "works" for them, not because it's wrong and they just can't somehow make sure they don't show something. Because even if 99% of people don't buy anything twice, 1% probably does for some reason, and that signal just trumps all the noise. (And that's why most of ad spending is bullshit, but since Amazon's cost [even with opportunity cost] is basically 0 on their own site, they'll continue to do this.)