The big news of the day for Amazon Sellers
By Noah Wickham · September 2, 2026 · Curated by George's Blog
The big news of the day for Amazon Sellers
The FTC sues Amazon....Again
There is a new one every few years it seems with this, but this one seems to be getting the most publicity right now
One thing no one seems to mention; The highest bid has NEVER been said to win the auction
If it worked exactly like that, then you'd have people bidding $1000 on irrelevant terms just to show up there
My main thoughts here:
1. This won't be resolved for 2-3 years, and will probably be settled behind closed doors with a slap on the wrist and big ole fine
2. The average seller isn't going to see any net benefit here
3. A lot of these claims made sound like people don't understand the ad algo
4. The highest bid has NEVER been guaranteed to win the auction(saying it again for dramatic effect)
I have a ton more thoughts overall, but I feel like this is more of a push of force on Amazon. I definitely believe that necessary, and am hoping that sellers see some form of net benefit long term.
I'm not holding my breathe for that last part though
I made a whole video talking about it over on the My Amazon Guy Youtube channel