Amazon sued by FTC and states over alleged ad pricing manipulation

Amazon has replied to a lawsuit filed by the U.S. Federal Trade Commission (FTC), asserting that the agency’s claims about the company’s advertising business are based on a misunderstanding of the market. In a statement, Amazon argued that its ad platform operates within the bounds of current antitrust law and that the FTC’s allegations fail to account for the competitive dynamics and consumer choice that characterize the digital advertising ecosystem.

The company’s response highlights its belief that the FTC’s investigation does not reflect the realities of how advertisers interact with Amazon’s services, and it maintains that its practices promote innovation and benefit consumers. Amazon has indicated it will continue to cooperate with regulators while challenging the FTC’s findings in court.