U.S. Federal Regulators and 22 States File New Lawsuit Against Amazon Over Ad Pricing

Federal regulators and 22 states have filed a lawsuit against Amazon, alleging the company earned billions by manipulating the amount brands and sellers pay for advertising on its platform. The complaint claims Amazon’s practices distorted competition and inflated ad costs. The suit follows a prior federal action, marking a renewed legal challenge to the retailer’s advertising model. If the court sides with the plaintiffs, Amazon may be required to overhaul its ad pricing mechanisms and provide clearer disclosure to advertisers. The case could set a precedent for how large e‑commerce platforms manage advertising revenue.