My cynical take is that they don’t care what you buy, as long as you buy something. So the more results, the better. Even if they don’t exactly match what you a

My cynical take is that they don’t care what you buy, as long as you buy something. So the more results, the better. Even if they don’t exactly match what you asked for. After all, the absolute worst thing to do would not show any (purchasable) results at all. If you want to get academic with it, you could say something about revealed preferences vs stated preferences (they asked for Coke but they really wanted Pepsi), but I really think they’re just throwing as many suggestions at the user as possible in the hopes they stay engaged on the site and eventually click buy on something.