FTC accuses Amazon of running a ‘secret ad surcharge scheme’ in new lawsuit

The FTC and 22 states have filed a new lawsuit accusing Amazon of secretly charging businesses more for advertising. The complaint alleges Amazon operated a hidden surcharge that increased costs for sellers and advertisers using its platform.

The case adds to mounting regulatory pressure on Amazon’s marketplace and advertising business, a fast-growing profit engine for the company. If regulators prevail, it could force greater pricing transparency across retail media networks and influence how dominant platforms monetize seller access.