Amazon’s Deceptive Review Tactics Uncovered: Bountiful Company Slapped with $600,000 Fine

Amazon’s Deceptive Review Tactics Uncovered: Bountiful Company Slapped with $600,000 Fine

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In this article, we’ll delve into the Federal Trade Commission’s (FTC) recent actions against the Bountiful Company for alleged review hijacking on Amazon. 

This groundbreaking case sheds light on how companies manipulate product ratings and reviews to deceive consumers.

Key Takeaways:

  • FTC fines Bountiful Company $600,000 for exploiting Amazon’s variations system
  • Bountiful accused of inflating product ratings and reviews
  • Amazon’s variations feature allowed product listings to share reviews and badges
  • Bountiful allegedly merged completely different products to boost sales
  • FTC orders Bountiful to cease deceptive review tactics

Unraveling Bountiful’s Review Manipulation

Bountiful Company, the maker of Nature’s Bounty vitamins and supplements, was recently accused of a deceptive practice called “review hijacking.”

This involves manipulating product reviews and ratings to trick consumers into believing that the company’s newer, less successful products have the same high ratings as its more established offerings.

As a result, the Federal Trade Commission (FTC) has taken action against Bountiful, levying a hefty $600,000 fine for exploiting Amazon’s variations system.

Exploiting Amazon’s Variations System

To understand the issue at hand, we need to first look at Amazon’s variations system.

This feature allows sellers to merge different products into one listing when offering various colors, sizes, or quantities of the same item.

Since these product variations share the same listing, they also share the same reviews and labels applied by Amazon, such as the “Amazon’s Choice” or “Best Seller” badges.

Bountiful Company allegedly took advantage of this setup by combining its new products with its established ones under the guise of being mere “variations.”

However, these new products were actually completely different from the established ones.

According to the FTC, Bountiful used this strategy to artificially inflate the number of reviews and ratings its products received on Amazon, which in turn helped boost sales of its newer and less successful supplements.

FTC Takes Action Against Deceptive Tactics

The FTC’s crackdown on Bountiful’s review hijacking practices highlights the agency’s commitment to protecting consumers from deceptive marketing tactics.

After a public comment period, the FTC approved a final consent order against Bountiful Company for abusing Amazon’s variations system.

This marks the first time the FTC has taken legal action against a company for “review hijacking.”

In addition to the $600,000 fine, the FTC has also ordered Bountiful to stop making similar representations in the future and to cease using deceptive review tactics to trick customers.

This case serves as a warning for other businesses that may engage in similar practices and demonstrates the FTC’s dedication to promoting competition and protecting consumers.

Amazon’s Response to Review Hijacking

Amazon has long faced issues with fake reviews flooding its platform, which the e-commerce giant has attempted to address over the years.

However, “review hijacking” presents yet another challenge for Amazon to tackle in order to maintain the integrity of its marketplace.

In response to the FTC’s actions against Bountiful Company, Amazon spokesperson Christy Distefano stated, “There’s no place for fraud in Amazon’s store.”

According to Distefano, Amazon takes action to stop people from misusing its platform and regularly checks to make sure everyone follows the rules.

The company’s policies prohibit review abuse, including offering incentives like gift cards for positive reviews.

Amazon has taken various actions against those who violate these policies, including suspending, banning, and pursuing legal action against offenders, as well as removing inauthentic reviews.


The FTC’s crackdown on review hijacking reveals the extent of deceptive tactics used by some companies to manipulate consumer perception. 

This landmark case against the Bountiful Company serves as a warning for other businesses that may engage in similar practices. 

As online marketplaces like Amazon continue to grow, it is vital for consumers to be vigilant and for companies to prioritize transparency and fairness in their marketing strategies.


Written by

Alexander Sterling

Alexander Sterling

Alexander Sterling is a renowned financial writer with over 10 years in the finance sector. With a strong economics background, he simplifies complex financial topics for a wide audience. Alexander contributes to top financial platforms and is working on his first book to promote financial independence.

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Judith Harvey is a seasoned finance editor with over two decades of experience in the financial journalism industry. Her analytical skills and keen insight into market trends quickly made her a sought-after expert in financial reporting.