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Amazon Founder and CEO Jeff Bezos speaks to the media on the company’s sustainability efforts in Washington on September 19, 2019.

Eric Baradat | AFP | Getty Images

Amazon flooded its search results with irrelevant “defect” ads at the direction of Founder Jeff Bezos, pumping Amazon profits while steering shoppers to higher-priced goods, the Federal Trade Commission alleged in a newly unredacted portion of its antitrust lawsuit against the company.

“At a key meeting, Mr. Bezos directed his executives to ‘[a]ccept more defects’ as a way to increase the total number of advertisements shown and drive up Amazon’s advertising profits,” the FTC wrote in a now-public part of the complaint. The agency said that defect ads referred to those that that are irrelevant or only somewhat relevant to what a user is searching for.

The agency and 17 states sued the company in late September for allegedly using its monopoly power to increase prices across the web while degrading the shopping experience and excluding rivals. The FTC filed a less-redacted version of the complaint on Thursday, which reveals new details about the effect its growing advertising business has had on shoppers and sellers that use its site.

Amazon began running ads on its site over a decade ago, allowing brands and sellers to bid for higher placement in search results to have their product stand out from competitors. The unit has turned into a juggernaut, and one of Amazon’s higher-margin businesses. 

In 2018, Amazon leapfrogged Microsoft to become the third-largest ad platform in the U.S., trailing only Google and Facebook.

Amazon in 2022 began breaking out advertising revenue in its quarterly earnings reports, revealing just how big the business has become. Last month, Amazon said its ad business brought in more than $12 billion in revenue in the third quarter.

Amazon General Counsel David Zapolsky called the initial complaint “wrong on the facts and the law,” and said its actions challenged by the FTC “have helped to spur competition and innovation across the retail industry, and have produced greater selection, lower prices, and faster delivery speeds for Amazon customers and greater opportunity for the many businesses that sell in Amazon’s store.”

Amazon did not immediately provide a statement on the claims against its advertising business, but Amazon spokesperson Tim Doyle disputed other aspects of the complaint made public Thursday.

A worse experience for users

According to the new version of the complaint, Amazon’s ads strategy worsened the shopping experience for users.

The proliferation of junk ads led to more relevant organic results being crowded out. In their place, shoppers were served up products that were “plainly not what the customer searched for,” such as an ad for a LA Lakers t-shirt in a search for a Seattle Seahawks t-shirt.

Other results were more puzzling. In one example collected by an Amazon executive, “Buck urine” showed up first in a search for water bottles.

Amazon weighed placing guardrails on ads in search results, but senior executives at the company ultimately determined they shouldn’t be “constrained” by limitations such as how relevant the products were to what shoppers search for.

Even though Amazon knew defect ads worsened the search experience, internal experiments showed the practice had no detrimental effect to its advertising revenue, and therefore its profits. The company went as far as incorporating a “cost of defect” into its ad auction system “to make the most money from its ad auctions.”

“With advertisements being so profitable to Amazon even at higher defect rates, senior Amazon executives agreed, ‘we’d be crazy not to’ increase the number of advertisements shown to shoppers,” the complaint states.

The increase in ads was not just annoying, according to the FTC. It also helped push shoppers toward higher-priced items.

An internal study at Amazon in 2018 found that the median price for sponsored products was higher than that of “neighboring organic content,” according to the complaint, which still redacted the percentage difference between the prices. For an undisclosed percentage of impressions, the study allegedly found, “the [Sponsored Products] price is at least twice that of the organic result.”

“‘[A]s the share of site real estate devoted to sponsored content grows, it becomes harder for customers to undo price effects’ by navigating to lower cost product listings,” the FTC wrote, quoting from the study. “Amazon’s economists also found that as advertising grew, ‘the price difference translates into a material impact on overall site ASP [average sales price].'”

Amazon’s ads strategy not only degraded the experience on the platform for shoppers, but also for third-party sellers, the agency alleges.

Amazon recognized that increasing the amount of advertising drove up the amount it took sellers to get their products in front of shoppers, the FTC alleged. And an Amazon executive explained that the cost, “is likely to be passed down to the customer and result in higher prices for customers,” according to the complaint.

The FTC said that based on public reports, though Amazon engineers found a short-term dip in the number of customers who made purchases when sponsored ads were given prominent placement, those effects “are vastly outweighed in the short term by ad revenue,” the team allegedly said.

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Tech, semiconductor stocks bounce on tariff optimism, Nvidia jumps 7%

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Tech, semiconductor stocks bounce on tariff optimism, Nvidia jumps 7%

Technology stocks bounced Tuesday after three rocky trading sessions, spurred by rising optimism that President Donald Trump could potentially negotiate tariff deals with world leaders.

Nvidia led the Magnificent Seven group’s gains, rallying about 7%. Meta Platforms, Amazon, Tesla, Apple and Microsoft jumped at least 4% each. Alphabet rose about 3%.

The sector is coming off a wild trading session after speculation that the White House could potentially delay tariffs fueled volatile swings. Alphabet, Meta Platforms, Amazon and Nvidia finished higher, while Apple, Microsoft and Tesla posted losses.

Trump’s wide-sweeping tariff plans have sparked violent turbulence over the last three trading sessions. Trading volume on Monday hit its highest in nearly two decades. Technology stocks gyrated after the Nasdaq Composite posted its worst week in five years and the Magnificent Seven group lost $1.8 trillion in market value over two trading sessions.

Semiconductor stocks also rebounded Tuesday, with the VanEck Semiconductor ETF jumping more than 5% to build on a more than 2% gain from the previous session. Advanced Micro Devices, Lam Research and Micron Technology jumped about 6%.

Chipmakers were excluded from the recent tariffs, but have come under pressure on worries that higher duties could diminish demand for products they are used in and slow the economy. The sector is also expected to see tariffs further down the road.

Elsewhere, Broadcom surged 9% after announcing a $10 billion share buyback plan through the end of the year. Marvell Technology also bounced more than 9% after agreeing to sell its auto ethernet business for $2.5 billion in cash to Infineon Technologies.

WATCH: Tariff volatility erases majority of AI stock gains

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Digital health startup Transcarent takes Accolade private in $621 million deal

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Digital health startup Transcarent takes Accolade private in 1 million deal

Glen Tullman, chairman and chief executive officer at Livongo Health Inc., speaks during the 2015 Bloomberg Technology Conference in San Francisco, California, U.S., on Tuesday, June 16, 2015.

David Paul Morris | Bloomberg | Getty Images

Digital health startup Transcarent on Tuesday announced it completed its acquisition of Accolade in a deal valued at roughly $621 million. 

Transcarent first announced the acquisition in January, and the company said it has received all necessary shareholder and regulatory approvals to carry out the transaction. Accolade shareholders received $7.03 per share in cash, and its common stock will no longer trade on the Nasdaq, according to a release.

“Adding Accolade’s people and capabilities will significantly enhance our existing offerings,” Transcarent CEO Glen Tullman said in a statement. “We’re creating an entirely new way to experience health and care. We are truly better together.” 

Transcarent offers at-risk pricing models to self-insured employers to help their workers quickly access care and navigate benefits. As of May, the company had raised around $450 million at a valuation of $2.2 billion. Transcarent also earned a spot on CNBC’s Disruptor 50 list last year.

More CNBC health coverage

Accolade offers care delivery, navigation and advocacy services. The company went public during the Covid pandemic in 2020 as investors began pouring billions of dollars into digital health, but the stock tumbled in the years following.

Accolade is the latest in a string of digital health companies to exit the public markets as the sector struggles to adjust to a more muted growth environment. 

Transcarent said the executive leadership team will report to Tullman and includes representatives from both organizations. Accolade’s Kristen Bruzek will serve as executive vice president of care delivery operations, for instance.  

Tullman is no stranger to overseeing major deals in digital health. He previously helmed Livongo, which was acquired by the virtual-care provider Teladoc in a 2020 agreement that valued the company at $18.5 billion.

General Catalyst and Tullman’s 62 Ventures led the acquisition’s financing, with additional participation from new and existing investors, the release said. The companies also leveraged cash from their combined balance sheet, and JP Morgan led the debt financing.

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Drone delivery startup Zipline expands to Texas with Walmart partnership

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Drone delivery startup Zipline expands to Texas with Walmart partnership

A drone operator loads a Walmart package into Zipline’s P1 fixed-wing drone for delivery to a customer home in Pea Ridge, Arkansas, on March 30, 2023.

Bunee Tomlinson

Zipline, a startup that delivers everything from vaccines to ice cream via electric autonomous drones, expanded its service to the Dallas area on Tuesday through a partnership with Walmart.

In Mesquite, Texas, about 15 miles east of Dallas, Walmart customers can sign up to receive orders within 30 minutes, delivered on Zipline’s newest unmanned aerial vehicles, known as P2 Zips.

The drones are capable of carrying up to eight pounds worth of cargo within a 10-mile radius, and can land a package on a space as small as a table or doorstep. The company, which ranked 21st on CNBC’s 2024 Disruptor 50 list, plans to expand soon in the Dallas metropolitan area.

Zipline CEO and co-founder Keller Rinaudo Cliffton said P2 Zips have “dinner plate-level” accuracy. They employ lift and cruise propellers and feature a fixed wing that helps them maneuver quietly, even through rain or gusts of wind up to 45 miles per hour.

In the delivery process, a P2 Zip will hover around 300 feet above ground level and dispatch a mini-aircraft with a container called the delivery zip, which descends on a long tether and moves into place using fan-like thrusters before setting down and allowing package retrieval.

Both the P2 Zip and the delivery zip use cameras, other sensors and Nvidia chips to determine what’s happening in the environment around them, and to avoid obstacles while making a delivery.

In March 2025, Zipline announced that its drones have logged more than 100 million autonomous miles of flight to-date, a number equivalent to flying more than 4,000 loops around the planet, or 200 lunar round trips, the company said in a video to mark the milestone.

Since it began operations in 2016, Rinaudo Cliffton said, Zipline has completed around 1.5 million deliveries, far more than competitors in the West. Wing, a Zipline rival focused on residential deliveries, has reported more than 450,000 deliveries since 2012.

Zipline initially focused on logistics in health care, making deliveries by drone to clinics and hospitals in nations where infrastructure sometimes impeded timely access to life-saving medicines, blood, vaccines and personal protective equipment. The company, valued at $4.2 billion in a 2023 financing round, is now making deliveries in Rwanda, Ghana, Nigeria, Côte d’Ivoire, Kenya, Japan and the U.S., and expanded well beyond hospitals and clinics.

In addition to Walmart, customers include Sweetgreen, Chipotle and other quick-serve restaurants, as well as health clinics and hospital systems such as Cleveland Clinic and Mayo Clinic.

Zipline’s launch in Mesquite comes days after President Donald Trump’s announcement of widespread tariffs roiled markets on concern that companies would face rising costs and a slowdown in consumers spending. Rinaudo Cliffton said he doesn’t anticipate massive impediments to Zipline’s business, as its drones are built in the U.S., with manufacturing and testing in South San Francisco.

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