FTC Probes Google and Amazon Over Ad Pricing Disclosures

Imagine logging into your ad dashboard, squinting at numbers that feel off. That’s the uneasy vibe spreading through the ad world as the FTC turns its sights on Google and Amazon.

What’s Under the Microscope?

The FTC’s consumer protection unit is probing whether tech giants misled advertisers about ad pricing. It’s zeroing in on clarity—did Amazon flag reserve pricing clearly? And did Google bump up rates without telling marketers?

Amazon’s Bid Secrets

Inside Amazon’s ad auctions, a reserve pricing rule might not have been spelled out in neon. Advertisers could hit a floor they never saw coming, and well, that raises eyebrows.

Google’s process, it seems, is under the same harsh light. Internal pricing tweaks—without a heads-up in the fine print—would leave any marketer feeling shortchanged and maybe a bit foolish.

Both companies demurred when asked for comment. Are they simply playing coy, or is there more tangled in the appendices? Hard to say. Honestly, only insiders know.

These probes pile on top of legal headaches for Google and Amazon. What started as antitrust battles has morphed into a fight over pricing transparency—where trust is currency and every ad dollar faces scrutiny. The FTC’s wider lens suggests no one is above the rules.

Trials loom. On September 22, DOJ wants Google to shed parts of its ad-tech empire over alleged monopolies. Amazon’s also on the docket—FTC suit, monopoly claims, and questions about sneaky Prime enrollments.

What’s your take on all this? Drop a comment below, share your thoughts over on our Facebook, X (Twitter), or LinkedIn, or just rant in peace—either way, don’t stay silent.

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Sources:

• • www.reuters.com/business/retail-consumer/us-ftc-probes-google-amazon-over-search-advertising-practices-source-says-2025-09-12/
  • www.searchengineland.com/ftc-probes-google-and-amazon-over-ad-pricing-disclosures-461956