Events are labeled by type so a public representation, government allegation, Amazon response, procedural filing, and court ruling are not confused.
Last reviewed: September 2, 2026
Substantive filings confirmed is not the same as complete PACER docket checked. This public timeline is not represented as a complete docket. A complete live PACER docket sheet was not certified at the stated verification time.
The complaint cites Amazon-hosted materials describing a winner paying slightly more than the next-ranked advertiser.
Why it matters: The government relies on the materials to describe advertiser expectations.
Primary source Verification: public source
Plaintiffs allege Sponsored Brands and Sponsored Products pricing began using soft reserves around this period.
Why it matters: This marks the alleged shift from competition-generated pricing to an additional Amazon-selected price.
Primary source Verification: public source
The FTC alleges Sponsored Products advertisers paid their full bids about 30–40% of the time in 2021, 70% in 2022, and 79.1% in 2024.
Why it matters: These are central scale allegations, not adjudicated findings.
Primary source Verification: public source
The government filed the action in the Western District of Washington.
Why it matters: The enforcement litigation begins.
ECF: 1
Primary source Verification: public source
Amazon denied deception and advertiser harm, emphasizing relevance, reserve pricing, bid ceilings, CPC, conversion, and its claimed advertiser benefit.
Why it matters: The response defines Amazon’s initial public defense.
Primary source Verification: public source
CourtListener/RECAP publicly displayed sealing activity, Amazon counsel appearances, a waiver of service, deficiency notices, and pro hac vice applications or orders through ECF No. 36.
Why it matters: The case was in its initial pleading and service stage; no publicly visible answer or dispositive motion appeared by the verification cutoff.
Primary source Verification: public source
No merits ruling has been identified. When a court enters a substantive order, it should appear as a separately labeled court-ruling event rather than being merged with allegations or party statements.