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# WTF is the Amazon ad surcharge lawsuit?
- URL: https://fabric.media/wtf-is-the-amazon-ad-surcharge-lawsuit/
- Published: 2026-09-01T20:39:59.000Z
- Updated: 2026-09-01T20:39:59.000Z
- Description: The FTC and 22 state attorneys general allege Amazon secretly abandoned its second-price search ad auction, inserting a fake “soft reserved” bidder to push prices higher.
- Author: Fabric.Media Editorial
- Tags: Retail-media, Seb Joseph

*Signal from* [*digiday.com*](https://digiday.com/?ref=fabric.media) *·* [*Seb Joseph*](https://fabric.media/tag/by-seb-joseph/) *·* [*read the original*](https://digiday.com/media-buying/wtf-is-the-amazon-ad-surcharge-lawsuit/?ref=fabric.media)*.*