Amazon rejected an FTC lawsuit alleging it misled advertisers over Sponsored Ads pricing and auction practices. Amazon said average inflation-adjusted cost-per-click was flat between 2019 and 2024, while winning bids fell 50% and advertiser conversion rates rose more than 24% from 2021 to 2025. It claimed its relevance-based auction model saved advertisers more than USD8 billion over that period. (Amazon)