Is this a scam?

The mistake

The front page renders a "people are searching for" block straight from the raw search log, with no filtering, no minimum threshold, and no separation between what customers type and what the shop endorses. Because the block is the most visible thing on the page, every visitor who reads the top entry searches for it too, which feeds that same query back into the log and pushes it higher. The result is a self-reinforcing loop: one query becomes the top query purely because it was displayed as the top query.