FTC v. Amazon (marketplace / Prime)

Amazon runs one of the world's largest marketplaces: millions of third-party sellers list products alongside Amazon's own retail offers. Prime shipping and the Buy Box (the main 'Add to Cart' button) are central to who succeeds.

The FTC alleges Amazon's policies effectively force sellers to keep prices high everywhere, even when they could sell cheaper on their own sites. Regulators also claim Amazon's search and Buy Box algorithms boost Amazon's products and preferred sellers.

Amazon responds that it competes vigorously with Walmart, Target, and others, that its policies prevent confusing price fragmentation, and that sellers voluntarily choose the platform.

Because the case is ongoing, there has been no court finding of liability. The dispute will test how US law treats marketplace operators who also compete with their sellers.

Marketplace rules affect small businesses that depend on Amazon for discovery and fulfillment.

Price parity clauses can raise costs for consumers even when lower prices exist elsewhere.

A win for enforcers could reshape how major platforms treat sellers and self-preferencing.

Amazon monopolizes online superstore and marketplace services in the US.

Anti-discounting and Buy Box policies illegally maintain that power.

Prime and logistics integration exclude rivals and harm sellers.

Amazon says it has never raised prices for consumers and constantly lowers costs.

It argues sellers have many other channels and that FTC market definitions are too narrow.

Amazon maintains its policies protect customer trust and consistent pricing.

If you sell on Amazon, platform rules on pricing and fulfillment are central to your business risk.

Shoppers may pay more if sellers cannot discount freely on other sites.

Watch for settlement or trial outcomes—nothing is decided yet.