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SAN FRANCISCO – Amazon.com Inc. is asking a judge to declare that the online retailer's ads for discounted new and utilised college textbooks are neither simulated nor misleading, disobedient to complaints by the trade connexion that represents college bookstores.

Amazon filed meet Tuesday in metropolis federal suite against the National Association of College Stores Inc., which represents more than 3,100 college stores.

It says in the meet that the assemble is "actively seeking" to limit Amazon's ads that indicate students can spend as much as 30 proportionality soured the toll on new textbooks and 90 proportionality on utilised ones by purchase textbooks finished Amazon.com.

The meet follows a upset the assemble filed in March with the Better Business Bureau's National Advertising Division in New York, occupation Amazon's ads simulated and misleading. The assemble also argued "the claims are somehow likewise complex to be apprehended by consumers or substantiated by Amazon," the online merchandiser said in its suite filing.

In a evidence Wednesday, the Oberlin, Ohio-based National Association of College Stores said its upset was witting "to promote a take activity field by eliminating unsubstantiated business claims." The assemble said it hasn't still been served with the suit, but "will move to it in due course."

Marc Fleischaker, a attorney for the National Association of College Stores, said the assemble argues Amazon's ads are outside because they're for books that may be sold by Amazon direct or by merchants that delude finished its site. If Amazon isn't commerce all the books directly, it can't substantiate its reduction claims, the assemble argues.

Amazon is hunt a suite papers that the ads the assemble is challenging are not simulated or dishonorable in ravishment of the Lanham Act, which is legislation that forbids trademark misconduct and simulated advertising.

Amazon spokeswoman Mary Osako said the consort does not comment on current litigation.

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