Nobody can predict Amazon’s ad reserve prices, including Amazon. That is the defence.
THE SO WHAT
If regulators can convince a court that Amazon’s opaque auction mechanics extracted $20B+ in extra ad spend since 2019, ad platforms everywhere will face pressure to make auctions auditable. Brands and marketplaces should start asking for logs, methodologies, and third-party verification now—before discovery forces the issue on someone else’s terms.
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