Forbes iconForbesSep 4, 2026

Amazon Fires Back After FTC Claims Its Hidden Reserve Price Auctions Inflate Ad Costs

FTC alleges Amazon's reserve-price ad auction system inflates ad costs, a claim Amazon denies.

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FTC alleges Amazon's reserve-price ad auction system inflates ad costs, a claim Amazon denies.

Yet courts have sided with regulators in recent Google AdTech rulings.

FTC alleges Amazon's reserve-price ad auction system inflates ad costs, a claim Amazon denies. Yet courts have sided with regulators in recent Google AdTech rulings.

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FTC alleges Amazon's reserve-price ad auction system inflates ad costs, a claim Amazon denies. Yet courts have sided with regulators in recent Google AdTech rulings.

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Yet courts have sided with regulators in recent Google AdTech rulings.

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