The FTC has been investigating Amazon since at least September 2025 over its search advertising auction practices, alleging the company misled advertisers by failing to disclose reserve pricing mechanisms. In September 2025, Amazon agreed to a $2.5 billion settlement for deceptive Prime subscription practices, including a record $1 billion civil penalty, the largest ever for an FTC rule violation, plus $1.5 billion in refunds for approximately 35 million consumers. A separate antitrust case targeting Amazon’s competitive practices is scheduled for trial in early 2027.
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