Amazon is a two-sided marketplace. Why should their obligation in search be 100% to one side?

Even for the buyer, there are second order consequences if you remove the ability for sellers to effectively sell. If sellers can't effectively ramp, they're going to turn to other platforms. If new sellers can't compete on Amazon, prices will increase and diversity of options will go down.

I'm not saying ads in search are a hard necessity in every platform. I'm just asking people to think through the whole issue before making snap judgments because ads are annoying to them.