California Antitrust Lawsuit Accuses Amazon of Orchestrating Retail Price-Fixing Scheme Ahead of 2027 Trial

Amazon faces an antitrust lawsuit from the state of California alleging it orchestrated a price-fixing scheme by coercing vendors and merchants to inflate prices at competing retailers. Set for trial in January 2027, the case claims Amazon pressured brands like Levi's, Hanes, GlobalOne, and Scotts Miracle-Gro to lift prices at rivals including Walmart, Target, Chewy, and Best Buy. Third-party merchants risk losing Amazon's crucial 'Buy Box'—which drives 82% to 98% of platform transactions—if items are cheaper elsewhere. Amazon has denied wrongdoing, asserting its policies promote competitive pricing.