Amazon Accused of $20B Ad Price Fixing

Sun Sep 06 2026 12:02:06 GMT+0000 (Coordinated Universal Time)

US FTC & 22 states claim Amazon secretly overcharged advertisers, inflating ad prices by $20bn since 2019.

A high‑profile lawsuit charges Amazon with manipulating its online ad auctions to overcharge advertisers and indirectly hike consumer prices. The FTC and 22 states argue Amazon re‑writes auction results to boost its own profits, reportedly extracting about $20bn between 2019 and now. Amazon denies wrongdoing and says its ad model is fair. Share prices fell after the claim, and the case raises questions about digital advertising fairness.

Amazon Accused of $20B Ad Price Fixing

Amazon, the world’s biggest online retailer, is now the subject of a U.S. lawsuit filed by the Federal Trade Commission (FTC) and a bipartisan bloc of 22 states. The claim is that Amazon secretly overcharged millions of advertising customers, totalling about $20bn, by manipulating the auction system it uses to set ad prices.

Amazon’s ad auctions are “second‑price”—advertisers pay just over the next highest bid.

The lawsuit alleges Amazon sometimes charges the full winning bid, a practice that allegedly occurred roughly 80% of the time.

FTC says the practice inflates advertiser costs and, in turn, passes on higher prices to shoppers.

Amazon’s statement calls the allegation “misguided” and says it fully understands how advertisers bid.

After the news broke, Amazon’s share price dipped 2.5%.

Amazon’s legal crew has faced scrutiny before—most recently a $2.5bn settlement over its Prime subscription practices. The new case adds to worries that tech giants can bend rules to benefit themselves at the expense of both advertisers and ordinary consumers.

Stay tuned for how the court proceedings unfold and what this could mean for the future of online advertising.