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Amazon sued for secretly overcharging advertisers via hidden auction tactics.

Market News
31 Aug 2026
TechCrunch
View Source
Bearish
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Amazon faces a lawsuit from the FTC and 22 states accusing it of secretly raising advertising costs through deceptive auction practices. The complaint alleges Amazon misled over a million advertisers by adding a hidden surcharge and using fake bids to inflate prices, effectively turning a second-price auction into a first-price one. This practice, starting in 2019, reportedly generated tens of billions in extra revenue. Amazon denies wrongdoing, calling the lawsuit misguided and asserting advertisers are properly informed about pricing.

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FTC sues Amazon for secretly inflating ad prices, costing advertisers billions.

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