California AG Unveils Amazon's Alleged Price-Fixing Tactics

• •California AG alleges Amazon pressured sellers to raise prices on rival platforms.
• •Internal documents reveal tactics like Buy Box suppression to maintain price control.
• •Trial against Amazon is set for January 2027 amid ongoing antitrust scrutiny.

California Attorney General Rob Bonta has revealed unsealed records in an antitrust case against Amazon, alleging the company pressured third-party sellers to raise prices on rival sites like Walmart and Target. The documents include internal emails and depositions that show Amazon used automated tools to monitor competitor pricing and punish sellers who offered lower prices elsewhere. This practice allegedly involved suppressing products from Amazon's 'Buy Box' feature, significantly impacting sales for affected vendors. For instance, clothing company owner Mayer Handler testified that his product was suppressed due to a price discrepancy with Walmart, forcing him to raise prices to regain visibility on Amazon. Another supplier, Terry Esbenshade, reported an 80% drop in sales when his products lost the Buy Box due to lower prices on other platforms. The California AG's office plans to proceed with a trial in January 2027, while Amazon denies the allegations, claiming they are false and harmful to consumers. The case highlights ongoing concerns about competitive practices in e-commerce.