Some of them will appear identical to one another or even share the same product photos with different names and prices. Some of the spatulas you encounter first will carry brand names you’ve heard of before, like KitchenAid or Rubbermaid, while others will have names like IOCBYHZ, BANKKY, or KLAQQED. You have, it is implied, thousands of options within immediate reach Amazon presents them to you in a particular but mostly unexplained order. In response, Amazon will produce a very large list presented in a large paginated grid or, on a phone, a bottomless scroll. You might start your journey by typing the word “spatula” into the search box with a qualifier or two (“silicone,” “fish,” “magenta”). Let’s say you’re a regular Amazon shopper in need of a spatula.
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