The documents cited by the FTC paint a different picture. The project ran for five years, and whatever intentions Amazon had for it, it generated about $1.4 billion in additional profits. Amazon is quoted as deeming Project Nessie “an incredible success,” which somewhat contradicts their more recent statement. And if it was strictly about preventing “unsustainable” low prices, it doesn’t make sense that it would only target retailers that would match Amazon’s markups.