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# FTC filing accuses Amazon of tilting its own ad auctions
- URL: https://fabric.media/ftc-filing-accuses-amazon-of-tilting-its-own-ad-auctions/
- Published: 2026-09-03T16:05:26.000Z
- Updated: 2026-09-04T00:32:41.000Z
- Description: The FTC alleges Amazon has overcharged advertisers for years by putting a thumb on its ad auction mechanics, according to columnist Kiri Masters. She argues advertiser trust is damaged even though spending on the platform is unlikely to move.
- Author: Fabric.Media Editorial
- Tags: Retail-media, Kiri Masters, Kiri Masters column on FTC Amazon ad auction case

**Why it matters.** Rival retail media networks now have a documented case to pitch advertisers against Amazon’s auction integrity.

*Signal from* [*thedrum.com*](https://thedrum.com/?ref=fabric.media) *·* [*Kiri Masters*](https://fabric.media/tag/by-kiri-masters/) *·* [*read the original*](https://www.thedrum.com/opinion/kiri-masters-the-ftc-has-exposed-the-uncomfortable-truth-about-amazon-s-ad-auctions?ref=fabric.media)*.*