9月13日，据消息人士透露，美国联邦贸易委员会(FTC)正对亚马逊和谷歌展开调查，重点核查两家公司是否在广告条款与定价机制上存在误导或披露不足，包括是否未告知广告主搜索广告的底价设置及内部涨价细节。
具体而言，FTC正要求亚马逊提供其广告拍卖机制的详细信息，特别是是否向广告商披露过某些搜索广告的“底价”——即广告商在购买广告前必须达到的最低价格门槛。
同时，该调查还涉及谷歌的内部定价流程，包括是否存在未向广告商披露的广告成本隐性上涨行为。
据其中一位人士透露，最新调查由FTC早先对亚马逊的反垄断诉讼所引出。该诉讼指控亚马逊平台存在大量与用户搜索查询无关的结果，导致消费者难以快速找到所需商品，让卖家使用平台运营成本更高，实质上迫使卖家买广告才能获得曝光。
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