In a world where Big Tech’s dominance seems untouchable, the recent 172-page antitrust complaint filed against Amazon by the FTC seemed to be met with a collective indifferent shrug by the market. The general sentiment echoes the advice of Bernstein Research’s Mark Schlisky: invest in companies accused of being monopolies. Why? Because U.S. antitrust laws, centered predominantly around consumer prices, are showing their age and limitations in the modern digital landscape.
The Challenge for the FTC
The FTC faces a significant challenge: proving Amazon’s market dominance has led to increased prices for consumers. In an ironic twist, Amazon’s meticulous algorithm, designed to monitor and match lower prices online, may bolster the company’s defense. This technique ensures Amazon’s prices remain competitive, a boon for consumers but a dilemma for regulatory authorities looking to establish anti-competitive practices.
Big Tech’s Loophole
Big Tech companies, including Amazon, have astutely evolved within the confines of U.S. antitrust laws, becoming dominant forces without clear legal infringements. Responses from Apple, Google, and Amazon to various antitrust allegations have been uniform: they do not break antitrust laws. The practicality of passing new, more relevant legislation remains questionable given the current political climate and Big Tech’s substantial lobbying expenditures.
A Closer Look at Google
Consider Google’s example. Dominating 89% of the U.S. search engine market, Google’s real customers are the businesses paying increasingly for search ads. Despite its palpable market control and substantial revenue growth, Google’s service remains free for the end consumer, making the traditional antitrust argument challenging to apply.
The Subtle Power Play
When businesses are forced to pay more for visibility in search results or online marketplaces, the real impact on competition and innovation is obscured. The status quo is maintained as long as services remain free or competitively priced for the end consumer, leaving the burden on small businesses and sellers who have little choice but to pay the fees set by these digital gatekeepers.
The Amazon Conundrum
The Amazon scenario echoes this. Despite extracting significant fees from sellers (estimated to be over 50% of their revenue), the dominance of Amazon’s marketplace leaves merchants with few alternatives. The direct impact on consumer prices may be nebulous, but the strain on sellers and small businesses is undeniable.
A Glimpse of Consumer Impact
In rare cases, the impact on consumer prices becomes visible. Apple’s App Store, for instance, takes a significant cut from app payments, sometimes leading to higher prices for consumers. Yet, even in these instances, Big Tech’s victories in court (as seen in Apple’s case with Epic Games) signal a challenging road ahead for regulatory reform and antitrust enforcement.
Conclusion: A Bleak Outlook for Business
The current trajectory suggests a continued struggle for businesses navigating the waters of Big Tech’s dominance. While consumer prices may remain untouched on the surface, the underlying toll on competition, innovation, and small business sustainability is set to persist, unless a new era of antitrust enforcement and legislation emerges, tailored to the complexities of the digital age. The Amazon-FTC saga is yet another chapter in this ongoing narrative, underlining the urgent need for a reformed perspective on market competition and antitrust enforcement in the digital world.