The Federal Trade Commission and more than 20 state attorneys general plan to sue Amazon over advertising prices on its retail platform, according to a Wall Street Journal report summarized by Techmeme. The reported case would allege that Amazon made tens of billions of dollars over seven years by manipulating ad prices on the retail platform. The supplied item does not say the complaint has been filed; it describes the action as planned. The material provided does not include Amazon’s response, the expected filing venue, a filing date, or the remedies regulators will seek. Those details matter because they will define whether the case targets specific pricing mechanisms, broader platform conduct, or both. For now, the core fact is the reported direction of enforcement: federal and state officials are preparing to challenge how Amazon prices or manages advertising on the marketplace where sellers compete for visibility. The allegation, as reported, is not merely that ad prices rose, but that Amazon manipulated prices and generated tens of billions of dollars over a seven-year period. Who benefits: If the case is filed and regulators prove their allegations, advertisers and sellers using Amazon’s retail platform could be affected by any resulting changes. No specific remedies are reported in the supplied item. Who's exposed: Amazon is the directly exposed party. The reported focus is its retail platform advertising prices, not Amazon’s entire business.