Amazon hit by lawsuit from FTC and 22 states claiming ad price rigging to the tune of $20 billion over seven years
THE SO WHAT
A coordinated FTC + 22-state case alleging ~$20B in ad price rigging puts marketplace ad economics directly under antitrust scrutiny—sellers can no longer treat Amazon’s ad auction as a black box cost of doing business. Brands that rely on Amazon ads for demand gen should model scenarios where targeting rules, fee structures, or reporting transparency change materially over the next 12–24 months.
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