Seller taking over relevance by using API EDIT

Seller is taking over relevance page for every singe material because he is editing the names of the material and this makes him go to the top of the page and spams so nobody else can be seen

Example:

Brightcore ore he changes to Brightcore
SUNBEAM CRYSTAL changes name to just SUNBEAM and so on.
By doing this it makes him and only him pop up on relevance search.

How is this fair to everybody else that’s not using API and is this against TOS?