FTC v Amazon: Nothing Changes

By now, you’ve probably read plenty of coverage about the FTC’s case against Amazon’s ad auction (last week I shared an article on The Drum). But the question I’m more interested in is the one that actually matters if you’re managing an advertising budget or running a retail media network: does any of this change where the money goes?My prediction, sadly, is no. Though I’d be very happy to be proven wrong. In this episode, I break down why cheaper clicks probably wouldn’t mean less money for Amazon, why advertiser outrage may not translate into budget shifts, and why this case gives other retail media networks a short window to make transparency and auction mechanics a competitive advantage. I also dig into some fascinating arguments from the LinkedIn comments, including whether Amazon’s auction practices may have distorted industry benchmarks far beyond the individual advertisers involved.This episode is sponsored by GrowthLoopTimeline[00:55] - Why cheaper Amazon ad costs could actually lead advertisers to spend more[01:46] - Why advertiser budgets are unlikely to leave Amazon anytime soon[02:12] - The opportunity for other retail media networks to win on transparency and trust[03:05] - The questions advertisers should be asking about auction mechanics, reserve prices, and pricing changes[04:05] - Why the FTC’s Amazon case may be simpler to explain than the Google ad-tech case[07:20] - How potentially inflated clearing prices could have contaminated retail media benchmarks and bidding tools[09:35] - Why Amazon can disappoint advertisers morally and still be the best place to spend a performance dollarLinks & ResourcesMy article on The Drum: The FTC says Amazon put a thumb on its ad auctions. What happens next?Read all the comments on my LinkedIn postFollow Bryan Gildenberg, Managing Director of Retail Cities North America, on LinkedInFollow Katharine McKee, Fractional Head of Growth (CMO, CRO, CGO) of Morphology Consulting, on LinkedInFollow Tom Limongello, host of The Middlemen Podcast, on LinkedInRead my related articles:Amazon Unboxed 2025: Key Announcements & Takeaways for Brand AdvertisersReal Time Bidding: Retail Media's Savior Or Saboteur?Walmart’s Push For 25% Ad Spending Highlights Retail Media’s Trust ProblemCheck out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn