In a moment that tests the boundaries of platform power and commercial transparency, the Federal Trade Commission has sued Amazon, alleging that the company systematically misled the merchants who depend on its Sponsored Ads program — concealing the true mechanics and costs of its advertising auctions. Indiana has joined the federal action, broadening the legal coalition pressing for accountability. The case arrives as Amazon's advertising business has grown into one of its most lucrative engines, making the question of what sellers were told — and what they were not — a matter of both legal c