On April 20, 2026, the California Attorney General’s office released newly unsealed evidence related to a 2022 antitrust lawsuit that accuses Amazon of pressuring Levi Strauss & Co. and other vendors to raise prices on rival online marketplaces such as Walmart and Target.
The complaint alleges that Amazon sent Levi’s representatives links to listings on Walmart and Target where prices were lower than on Amazon, and that Levi’s then contacted those retailers to increase the prices, resulting in higher prices on those sites. Similar pressure is claimed to have been applied to other vendors, including Hanes.
Levi Strauss & Co. has a history of antitrust scrutiny; the company faced an FTC complaint in the 1970s and a consent decree in 1978 for pressuring retailers to maintain high prices, indicating a pattern of regulatory attention to its pricing practices.
Amazon has denied the allegations, describing the lawsuit as a “transparent attempt to distract from the weakness of its case,” and has said it will respond in court.
The lawsuit was originally filed in 2022. A hearing on a preliminary injunction is scheduled for July 23, and the trial is set for January 2027. The complaint seeks to prevent further price‑fixing conduct and to recover damages for consumers who allegedly paid inflated prices.
The case exposes Levi Strauss & Co. to significant legal liability and reputational risk. It could strain the company’s relationships with retailers like Walmart and Target and may influence Levi’s pricing strategy. Investors should monitor the proceedings, as a ruling could affect Levi’s market position and financial performance.
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