How Google and Amazon bankrolled a ‘grassroots’ activist team of tiny business entrepreneurs to lobby against Huge Tech oversight

The logo of Google is found on a constructing at La Defense business enterprise and economical district in Courbevoie around Paris, France, September 1, 2020.

Charles Platiau | Reuters

Clay Montgomery owns a little blacksmith store termed “Arrow M Enterprises” outdoors of Mingus, Texas, where by he manufactures hand-cast metal will work and grilling instruments. He also sells a spicy barbeque sauce and a meat rub termed “Bite My Butt.”

In latest years, Montgomery’s blacksmith shop has been listed as a member of a Washington, D.C.-dependent trade team called the “Linked Commerce Council” that claims to lobby on behalf of little corporations. On its internet site, the council describes alone as a non-earnings membership organization with a one target: “to boost little businesses’ entry to essential digital technologies and instruments.”

The team, which campaigns versus aggressive regulation of large tech businesses, also claims it wishes to be certain “policymakers understand the vital intersection of technologies and little business,” according to its web site.

But you will find just just one difficulty: Montgomery states he is not a member and, in reality, has under no circumstances heard of the Connected Commerce Council. The blacksmith advised CNBC he would never be a part of a tech lobbying group in Washington. “Technological innovation is not particularly my forte,” he stated.

Montgomery isn’t the only little business enterprise operator bewildered to find their names stated as a member of the Linked Commerce Council, which also goes by “3C.” More than 20 other “members” contacted by CNBC reported they similarly had by no means listened to of the council and did not know why they ended up on their membership checklist.

The council, which pitches by itself as a grassroots movement symbolizing little organization homeowners, is in fact a well-financed advocacy group funded by tech major hitters Google and Amazon. The two tech organizations are detailed as “companions” on the organization’s internet site. They are also at the moment the council’s sole economical assist, 3C spokesman Chris Grimm verified to CNBC.


Lobbying watchdog group the Campaign for Accountability termed 3C an “Astroturf” lobbying corporation, many thanks to the tech giants’ monetary assistance. Which is a bit of Washington slang for a team that claims to represent grassroots entities, but in fact serves as an advocate for big market. It is a tactic applied in Washington to force for particular legislative or regulatory goals using the sympathetic encounter of mother and pop companies. The Campaign for Accountability described 3C in a 2019 report as an “Astroturf-model front team for the nation’s greatest technological know-how corporations.”

“Large Tech knows that voters and their associates are not massively sympathetic toward the grievances of trillion-greenback firms, so they have determined to paint modest organizations as the genuine victims of antitrust laws,” claimed Michelle Kuppersmith, government director of the Campaign for Accountability.

To be guaranteed, the team does have some energetic smaller company customers, several of whom told CNBC they benefit 3C’s choices and agree with its challenge advocacy in Washington.

Small business enterprise proprietors like Michelle Thom, proprietor of and a stylist at “A Wild Hair by Michelle” salon in St. Clair, Minnesota, are substantially a lot more sympathetic to members of Congress than wealthy know-how executives. The Related Commerce Council listed her corporation on its web-site as a member, but Thom explained to CNBC she experienced by no means heard of the group and her organization really should not be on its roster.

The proprietor of Bud’s Barbershop in Wylie, Texas, who declined to give his name, was likewise listed as a member even although he explained he has in no way heard of the team.

Christine Small, whose enterprise, 1058 Auto and Towing in Swansea, South Carolina, was also shown as a member, stated she failed to know everything about the council either. “I’m fairly absolutely sure I would possibly don’t forget” joining the group, she told CNBC. “We just tow.”


And it is really not just tiny firms that explained to CNBC they aren’t sure why they ended up stated on the 3C web site. Until eventually this week, the council also had a web page on its website listing its “partners” – providers that the internet site recommended assistance the council’s attempts. That site showcased the logos of 3 tech giants: Amazon, Google and payment processor Sq., which a short while ago changed its identify to Block.

But Block, which was designed by Twitter founder Jack Dorsey, told CNBC it was not basically a companion of the Connected Commerce Council, regardless of the listing on 3C’s web site. The Related Commerce Council pulled Square’s symbol from its web-site on Monday soon after CNBC contacted Block, which stated it questioned 3C to clear away its name.

Grimm stated 3C removed Square’s brand Monday just after CNBC’s inquiry since Square is “no extended an lively associate of the Connected Commerce Council.” 

In a assertion to CNBC, Linked Commerce Council Government Director Rob Retzlaff said all of the group’s members “affirmatively sign up – at activities, on line, or via a own link – and countless numbers have opened e-mail, responded to surveys, attended meetings and events, and communicated with legislators.”

Retzlaff said, “I sincerely hope you do not (a) mischaracterize our efforts or the sights of modest corporations by suggesting we are an astroturf firm that places terms in people’s mouths, or (b) use out-of-date membership info to distract audience from legit issues of smaller enterprises and their engagement with policymakers.”

In February, the group also quietly eliminated a list of 1000’s of grassroots customers from its site. Grimm, the council’s spokesman, claimed it pulled the listing since it fell at the rear of in updating its member list. He explained the group has extra than 16,000 recent customers but did not give a current record of them.  

Free membership

The Connected Commerce Council has been lively in shaping the debate all around antitrust regulation in Washington. It’s labored with an outside lobbying business, called the Bulk Group, for a number of yrs to advocate on smaller business enterprise and technologies problems on Capitol Hill. In 2021, the team invested $400,000 on lobbying, according to the Center for Responsive Politics. In 2018, the Connected Commerce Council presented general public comment to the Federal Trade Commission on antitrust challenges, arguing that large know-how platforms this kind of as Amazon and others deliver positive aspects to compact firms.

Google spokesman Jose Castaneda sent a statement when asked about the company’s involvement in 3C. He said lots of tiny organizations are anxious “that Congress’s controversial bills could damage the digital equipment that they have relied on to adapt, get well and achieve new consumers all through the pandemic. We persuade involved firms and the businesses that stand for them to check with Congress to look at the unintended effects of these payments for compact organizations throughout the country.”

The Connected Commerce Council, which has just 304 followers on Facebook, has been an energetic advertiser on the platform given that its site was established in 2018. Because then, it’s put in a lot more than $600,000 on promoting in that time, which include additional than $9,000 in the last 7 days, in accordance to the firm’s advertising and marketing library, which discloses the sponsors and commercials in these kinds of campaigns.

The advertisements sponsored by the Related Commerce Council normally help the very same positions as the big tech businesses that bankroll the group. The tech giants have also been advocating in opposition to quite a few charges on Capitol Hill that would impose antitrust regulations on the tech firms or make it much easier to split them up completely. 1 monthly bill, for example, would block providers, together with Amazon and Google, from pushing their have goods in on line marketplaces at the expense of their individual competition.

‘Amazon allows our members’

“Really don’t allow Congress give absent America’s technological edge. Send out a letter,” reads one ad sponsored by the Related Commerce Council in March which is been viewed a lot more than 125,000 occasions, in accordance to Facebook. A message in the same advertisement reads, “Dangerous legislation in Congress will weaken America’s financial system and threaten our tiny businesses.”

Another advertisement working in March refers right to Amazon, which is just one of the corporations that finances the Related Commerce Council. “Amazon Marketplace is at threat,” the advert states. “Just take this survey and stand up to Congress.” The ad, which Facebook states has been seen additional than 8,000 instances, also asks: “Are you a smaller small business seller? We are counting on your encounter to enable fight damaging legislation in Congress.”

An on line survey operate on Fb by the council tells Amazon Market customers, “As you might be aware, some elected officers imagine Amazon is also huge, and that is unsafe simply because we know Amazon allows our users and hundreds of thousands of smaller companies provide additional merchandise and make more dollars!”

The council runs like a perfectly-oiled advocacy group. By 2019, 3C’s lobbyists experienced met with 50 users of Congress, filed 7 formal remarks at regulatory companies and despatched two representatives to testify prior to Congress, in accordance the Campaign for Accountability’s 2019 report. The council also “published a raft of supplies painting a rosy photograph of the tech giants, complete with rates from modest business homeowners heaping praise on them,” the report stated.

“For the Connected Commerce Council to do well, it desires to encourage legislators that it can be actually advocating on behalf of the additional than 10,000 little companies it promises to signify,” explained Kuppersmith, executive director of the watchdog team. “On the other hand, when you start to peel back the curtain on the firm just a bit, it can be crystal clear that this image of enthusiastic antitrust opposition is fueled by Big Tech money.”

Excellent resource

The group pointed to loads of tiny company entrepreneurs who are authentic associates. Previous 3C board member Mimi Striplin started the Very small Tassel in Charleston, South Carolina, which sells jewellery and equipment.

“They are a good useful resource as a compact enterprise to get obtain to electronic instruments,” she claims of the group. 3C “keeps me informed about new charges remaining passed.” Striplin explained new antitrust laws could negatively impression the affordability of the digital instruments she relies upon on, these kinds of as social media and software program to make her merchandise far more seen on Google.

Fb Main Operating Officer Sheryl Sandberg speaks in the course of an party on the sidelines of the Earth Financial Discussion board in Davos, Switzerland January 23, 2019.


Striplin’s modest store caught the interest of Sheryl Sandberg, chief operating officer of Meta. In 2020, Sandberg designated the Small Tassel’s earrings as one of her private picks for Facebook’s #BuyBlack Friday reward manual, which encouraged buyers to guidance Black-owned firms. Striplin reported the assortment of her merchandise by Sandberg was not connected to her membership in 3C.

Present board member Salil Gandhi operates a social media and digital promoting corporation known as SBO Buzz in Chicago. He mentioned the group offered a beneficial system for compact small business leaders for the duration of the Covid pandemic, which include giving a frequent Zoom satisfied hour for 15 to 30 small business enterprise proprietors to check out in on each other.

“We would get collectively and have a cocktail and converse about issues we have been getting, PPP concerns, or other troubles we had been having as little business house owners,” Gandhi mentioned. “I am continue to buddies with a great deal of the people I achieved through there.”

Gandhi reported he will not brain that the modest business enterprise advocacy group is largely funded by significant tech providers because smaller companies by now count on Google and other companies for cost-free resources to run their functions, together with Gmail accounts. “When I look at issues, I glance at them from my perspective,” he said. “It is not like anybody’s at any time telling me what to say or what’s likely on.”

Council member Alfred Mai, who established ASM Online games with his spouse in 2017, mentioned he relies on Amazon to promote his solutions and agrees with the group’s drive against antitrust initiatives in Washington. The organization sells card game titles for social gatherings, including video games known as “These Cards will Get You Drunk” and “Do You Actually Know Your Spouse and children?” He suggests Amazon has been essential to the achievement of his enterprise.

“These antitrust, quotation unquote, ‘break up Huge Tech’ charges can critically have an effect on my business,” Mai reported. “This genuinely is not just about Significant Tech it is really also about smaller small business.”

He explained he problems about unintended penalties of congressional action and the possibility that Amazon may possibly be forced to shut down its third-get together market web site, where by he sells his card video games.

“I am not sitting below staying brainwashed by an Amazon lobbyist telling me ‘this is what you really should believe,’” Mai explained. “I certainly believe that it.”

 — CNBC’s Bria Cousins and Paige Tortorelli contributed to this report.