{"id":24718,"date":"2026-09-01T09:25:28","date_gmt":"2026-09-01T02:25:28","guid":{"rendered":"https:\/\/www.nanovest.io/blog\/?p=24718"},"modified":"2026-09-01T09:25:28","modified_gmt":"2026-09-01T02:25:28","slug":"amazon-digugat-dugaan-biaya-iklan-tersembunyi","status":"publish","type":"post","link":"https:\/\/www.nanovest.io/blog\/berita\/amazon-digugat-dugaan-biaya-iklan-tersembunyi-24718\/","title":{"rendered":"FTC Gugat Amazon soal Dugaan Biaya Iklan Tersembunyi"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Bisnis iklan <\/span><a href=\"https:\/\/nanovest.go.link\/page=IndividualStockDetail?action=navigate&amp;is_param=true&amp;symbol=AMZN&amp;adj_t=1rhus2a1&amp;adj_deep_link=nanovest%3A%2F%2Fpage%3DIndividualStockDetail%3Faction%3Dnavigate%26is_param%3Dtrue%26symbol%3DAMZN\"><span style=\"font-weight: 400;\">Amazon (AMZN)<\/span><\/a><span style=\"font-weight: 400;\"> kembali mendapat tekanan regulasi.<\/span><span style=\"font-weight: 400;\"> Federal Trade Commission (FTC) bersama jaksa agung dari 22 negara bagian AS menggugat raksasa e-commerce tersebut atas dugaan praktik penetapan harga iklan yang menyesatkan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gugatan yang diajukan di Pengadilan Distrik AS untuk Distrik Barat Washington menuduh Amazon mengubah mekanisme lelang iklannya secara diam-diam sehingga pengiklan membayar lebih mahal daripada yang mereka perkirakan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Skalanya tidak kecil. FTC menyebut praktik tersebut berpotensi memengaruhi sekitar 1,2 juta pelanggan iklan dan mungkin telah menghasilkan lebih dari US$20 miliar bagi Amazon melalui mekanisme yang disebut regulator sebagai biaya tambahan tersembunyi.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kasus ini menjadi semakin penting karena periklanan telah berkembang menjadi salah satu bisnis utama Amazon. <\/span><span style=\"font-weight: 400;\">Pendapatan iklan perusahaan menembus US$68 miliar pada 2025, menempatkan Amazon sebagai salah satu pemain periklanan digital terbesar dunia di belakang <\/span><a href=\"https:\/\/nanovest.go.link\/page=IndividualStockDetail?action=navigate&amp;is_param=true&amp;symbol=GOOGL&amp;adj_t=1rhus2a1&amp;adj_deep_link=nanovest%3A%2F%2Fpage%3DIndividualStockDetail%3Faction%3Dnavigate%26is_param%3Dtrue%26symbol%3DGOOGL\"><span style=\"font-weight: 400;\">Google (GOOGL)<\/span><\/a><span style=\"font-weight: 400;\"> dan <\/span><a href=\"https:\/\/nanovest.go.link\/page=IndividualStockDetail?action=navigate&amp;is_param=true&amp;symbol=META&amp;adj_t=1rhus2a1&amp;adj_deep_link=nanovest%3A%2F%2Fpage%3DIndividualStockDetail%3Faction%3Dnavigate%26is_param%3Dtrue%26symbol%3DMETA\"><span style=\"font-weight: 400;\">Meta (META)<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_87 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Daftar Isi <\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.nanovest.io/blog\/berita\/amazon-digugat-dugaan-biaya-iklan-tersembunyi-24718\/#FTC_Soroti_Perubahan_Lelang_Iklan_sejak_2019\" >FTC Soroti Perubahan Lelang Iklan sejak 2019\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.nanovest.io/blog\/berita\/amazon-digugat-dugaan-biaya-iklan-tersembunyi-24718\/#US20_Miliar_Jadi_Sorotan_di_Bisnis_Iklan_Amazon\" >US$20 Miliar Jadi Sorotan di Bisnis Iklan Amazon<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.nanovest.io/blog\/berita\/amazon-digugat-dugaan-biaya-iklan-tersembunyi-24718\/#Amazon_Membantah_Risiko_Regulasi_Belum_Selesai\" >Amazon Membantah, Risiko Regulasi Belum Selesai<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"FTC_Soroti_Perubahan_Lelang_Iklan_sejak_2019\"><\/span><b>FTC Soroti Perubahan Lelang Iklan sejak 2019\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Pusat gugatan berada pada cara Amazon menentukan harga untuk produk iklannya, termasuk <\/span><i><span style=\"font-weight: 400;\">Sponsored Products<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">Sponsored Brands<\/span><\/i><span style=\"font-weight: 400;\">, dan <\/span><i><span style=\"font-weight: 400;\">Display Ads <\/span><\/i><span style=\"font-weight: 400;\">yang muncul di sekitar hasil pencarian <\/span><i><span style=\"font-weight: 400;\">marketplace<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amazon secara tradisional menjelaskan sistemnya sebagai <\/span><i><span style=\"font-weight: 400;\">second-price auction<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"> Dalam model tersebut, pengiklan yang memenangkan lelang tidak harus membayar seluruh nilai penawarannya, tetapi hanya jumlah minimum yang diperlukan untuk mengalahkan penawar berikutnya.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sistem tersebut memberikan insentif kepada pengiklan untuk memasukkan tawaran yang lebih tinggi karena mereka beranggapan harga aktual tetap akan ditentukan oleh kompetisi dalam lelang.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">FTC menuduh mekanisme itu berubah mulai 2019.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Menurut gugatan, Amazon memperkenalkan mekanisme internal yang disebut \u201c<\/span><i><span style=\"font-weight: 400;\">soft reserve price<\/span><\/i><span style=\"font-weight: 400;\">\u201d tanpa mengungkapkannya secara memadai kepada pengiklan.<\/span> <span style=\"font-weight: 400;\">Regulator juga menyoroti dokumen internal yang disebut menggunakan konsep \u201c<\/span><i><span style=\"font-weight: 400;\">fictional auction participant<\/span><\/i><span style=\"font-weight: 400;\">\u201d, atau peserta lelang fiktif, untuk menentukan harga yang harus dikalahkan pengiklan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">FTC menilai mekanisme tersebut dapat mendorong harga di atas level yang seharusnya terbentuk dari persaingan antar-pengiklan sebenarnya.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bahkan, pengaduan menyebut pengiklan <\/span><i><span style=\"font-weight: 400;\">Sponsored Products<\/span><\/i><span style=\"font-weight: 400;\"> akhirnya membayar hingga sebesar tawaran pemenang mereka sendiri hampir 80% dari waktu, membuat mekanismenya dalam praktik lebih menyerupai <\/span><i><span style=\"font-weight: 400;\">first-price auction<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"US20_Miliar_Jadi_Sorotan_di_Bisnis_Iklan_Amazon\"><\/span><b>US$20 Miliar Jadi Sorotan di Bisnis Iklan Amazon<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Besarnya potensi nilai ekonomi dari praktik yang dipermasalahkan membuat kasus ini penting bagi Amazon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">FTC menilai perubahan mekanisme tersebut dapat menghasilkan lebih dari US$20 miliar dari pengiklan. Regulator juga berpendapat biaya iklan yang lebih tinggi pada akhirnya berpotensi diteruskan penjual ke konsumen melalui harga produk.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kasus ini muncul ketika ketergantungan penjual terhadap iklan Amazon semakin besar. <\/span><span style=\"font-weight: 400;\">Produk bersponsor telah menjadi salah satu cara utama bagi <\/span><i><span style=\"font-weight: 400;\">merchant <\/span><\/i><span style=\"font-weight: 400;\">untuk mendapatkan visibilitas di tengah banyaknya produk yang bersaing dalam hasil pencarian <\/span><i><span style=\"font-weight: 400;\">marketplace<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pada saat yang sama, sejumlah penjual pihak ketiga sebelumnya telah mengkritik kenaikan biaya beriklan di platform Amazon. <\/span><span style=\"font-weight: 400;\">Beberapa <\/span><i><span style=\"font-weight: 400;\">merchant <\/span><\/i><span style=\"font-weight: 400;\">besar bahkan sempat mengurangi pengeluaran iklan sebagai bentuk protes terhadap perubahan kebijakan perusahaan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Situasi tersebut menjadi relevan karena iklan bukan lagi bisnis sampingan bagi Amazon. Perusahaan menghasilkan lebih dari US$68 miliar pendapatan iklan pada 2025, dengan sebagian besar berasal dari iklan produk bersponsor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Skala itu membuat Amazon menjadi platform periklanan digital terbesar ketiga di dunia, setelah Google dan Meta. Karena itu, perubahan regulasi atau mekanisme penetapan harga di segmen ini dapat menjadi perhatian investor, terutama jika kasus tersebut berujung pada denda, restitusi, atau perubahan sistem lelang.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Amazon_Membantah_Risiko_Regulasi_Belum_Selesai\"><\/span><b>Amazon Membantah, Risiko Regulasi Belum Selesai<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Amazon menolak tuduhan FTC dan menyebut gugatan tersebut salah memahami cara kerja sistem periklanannya.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perusahaan mengatakan mekanisme lelang mengevaluasi miliaran penawaran di berbagai format dan penempatan sehingga harga dapat berbeda-beda. Amazon juga menyatakan telah menyediakan panduan mengenai sistem lelang dan penetapan harga melalui alat yang digunakan pengiklan untuk mengelola kampanye.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amazon bahkan mengklaim sistem lelangnya menghasilkan penghematan sekitar US$8 miliar bagi pengiklan sepanjang 2021-2025, bukan menambah biaya seperti yang dituduhkan regulator.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perbedaan pandangan tersebut kini akan diuji di pengadilan. FTC dan negara bagian yang terlibat meminta sanksi perdata, ganti rugi, serta bentuk pemulihan lain yang nilainya belum ditentukan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bagi Amazon, gugatan ini juga menambah daftar persoalan regulasi yang sedang dihadapi perusahaan. Pada September 2025, Amazon menyepakati penyelesaian US$2,5 miliar dengan FTC terkait praktik program Prime. <\/span><span style=\"font-weight: 400;\">Perusahaan juga masih menghadapi perkara <\/span><i><span style=\"font-weight: 400;\">antitrust <\/span><\/i><span style=\"font-weight: 400;\">terpisah dari FTC dan 17 negara bagian yang dijadwalkan menuju persidangan pada 2027.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perhatian investor tidak hanya tertuju pada apakah Amazon akan memenangkan gugatan terbaru ini. Yang lebih penting adalah apakah kasus tersebut pada akhirnya memaksa perubahan pada mekanisme iklan yang telah berkembang menjadi bisnis puluhan miliar dolar bagi perusahaan.<\/span><\/p>\n<div style=\"background: linear-gradient(135deg, #111827, #1F2937); padding: 26px; border-radius: 16px; margin: 30px 0; text-align: center; color: #ffffff;\">\n<p style=\"margin: 0 0 10px; font-size: 24px; line-height: 1.35; color: #ffffff;\"><strong>Regulasi Baru, Sentimen Baru untuk AMZN<\/strong><\/p>\n<p style=\"max-width: 680px; margin: 0 auto 22px; font-size: 15px; line-height: 1.7; color: #e5e7eb;\">Pantau pergerakan Amazon dan saham AS pilihanmu di Nanovest, serta ikuti berita pasar yang bisa memengaruhi keputusan investasimu.<\/p>\n<div style=\"display: flex; flex-wrap: wrap; justify-content: center; gap: 12px;\">\n<p><a style=\"display: inline-flex; align-items: center; justify-content: center; padding: 12px 20px; border-radius: 9px; background: #7C3AED; color: #ffffff; font-size: 14px; font-weight: bold; text-decoration: none;\" href=\"https:\/\/nanovest.go.link\/page=IndividualStockDetail?action=navigate&amp;is_param=true&amp;symbol=AMZN&amp;adj_t=1rhus2a1&amp;adj_deep_link=nanovest%3A%2F%2Fpage%3DIndividualStockDetail%3Faction%3Dnavigate%26is_param%3Dtrue%26symbol%3DAMZN\" target=\"_blank\" rel=\"noopener noreferrer\">Pantau Saham AMZN<br \/>\n<\/a><\/p>\n<p><a style=\"display: inline-flex; align-items: center; justify-content: center; padding: 12px 20px; border-radius: 9px; background: #ffffff; color: #7c3aed; font-size: 14px; font-weight: bold; text-decoration: none;\" href=\"https:\/\/nanovest.io\/blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">Baca News &amp; Artikel Tips \u2192<br \/>\n<\/a><\/p>\n<\/div>\n<p style=\"max-width: 680px; margin: 18px auto 0; font-size: 11px; line-height: 1.55; color: #9ca3af;\">Investasi memiliki risiko. Lakukan riset mandiri sebelum mengambil keputusan investasi.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Bisnis iklan Amazon (AMZN) kembali mendapat tekanan regulasi. Federal Trade Commission (FTC) bersama jaksa agung dari 22 negara bagian AS menggugat raksasa e-commerce tersebut atas dugaan praktik penetapan harga iklan yang menyesatkan. Gugatan yang diajukan di Pengadilan Distrik AS untuk Distrik Barat Washington menuduh Amazon mengubah mekanisme lelang iklannya secara diam-diam sehingga pengiklan membayar lebih<\/p>\n","protected":false},"author":35,"featured_media":24719,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[80,39],"tags":[331,74,28,52,29],"class_list":["post-24718","post","type-post","status-publish","format-standard","has-post-thumbnail","category-berita","category-saham-as","tag-amazon","tag-berita","tag-saham-amerika","tag-saham-as","tag-us-stocks"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"FTC dan 22 negara bagian menggugat Amazon atas dugaan manipulasi lelang iklan yang berpotensi menghasilkan lebih dari US$20 miliar. 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