________________________________________________ 

________________________________________________ 

222-3019 

UNITED STATES OF AMERICA 

BEFORE THE FEDERAL TRADE COMMISSION 

COMMISSIONERS: Lina M. Khan, Chair 

Rebecca Kelly Slaughter 

Christine S. Wilson 

Alvaro M. Bedoya 

In the Matter of 

DOCKET NO. C-4791 THE BOUNTIFUL COMPANY, 

a corporation. 

COMPLAINT 

The Federal Trade Commission, having reason to believe that The Bountiful Company, a 

corporation (“Respondent”), has violated the provisions of the Federal Trade Commission Act, 

and it appearing to the Commission that this proceeding is in the public interest, alleges: 

1. Respondent The Bountiful Company is a New York corporation with its principal office 

or place of business at 90 Orville Drive, Bohemia, New York 11716. 

2. Respondent has manufactured, advertised, labeled, offered for sale, sold, and distributed 

vitamins, minerals, herbal and other specialty supplements to consumers, including Nature’s 

Bounty and Sundown brand products. These products are “foods” and/or “drugs,” within the 

meaning of Sections 12 and 15 of the Federal Trade Commission Act. 

3. The acts and practices of Respondent alleged in this complaint have been in or affecting 

commerce, as “commerce” is defined in Section 4 of the Federal Trade Commission Act. 

Course of Conduct 

4. Respondent is a vendor to Amazon.com, Inc. (“Amazon”). Respondent sells well over a 

thousand different products to Amazon which in turn sells those products on the Amazon.com 

website (“Amazon.com”). 

5. Amazon allows its vendors and third-party sellers to create or submit requests to create 

“variation” relationships between products sold on Amazon.com that are substantially similar. 

Such products may differ only in narrow, specific ways – such as color, size, quantity, or flavor – 

that do not alter the core essence of the item. According to Amazon, substantially different 

products should not share a variation relationship. 
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6. Products that have a variation relationship share the same product detail page. Each 

product in the variation relationship will appear as an alternative choice on the product detail 

page and when a shopper selects a different product in the variation relationship, the content of 

the product detail page, such as the pictured product, the product description, or the price, may 

change. The variation relationship enables buyers to compare and choose among product 

attributes (such as color, size, quantity, or flavor) from a single product detail page, thereby 

facilitating customer choice and ease of shopping. An example would be the same shirt that 

comes in multiple colors and different sizes. An Amazon.com page explaining variation 

relationships, gives the following example: 

Another example would be the same dietary supplement that is sold in 100 count bottles: 

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200 Ct Visit t he Nature's Bounty St o re ****'tr v 46,944 r atings I 156 answered quest ions 

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Price: $10.32 ($0.05 /Count) 

mm: 0 Save an extra $1.87 on your first Subscribe and Save 

order. Terms v 

Get 5% back ($0.51 in rewards} on t he amount charged to yo ur 

Amazon Prime Rewards Visa Signature Card. 

May be available at a lowe r price from ot he r selle rs, pot entially 

without free Prime shipping. 

Size: 200 Count 

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veget able stearic acid. 

and in 200 count bottles: 

7. The product detail page of products that are in a variation relationship displays the total 

number of ratings and reviews and the average star rating for all of the products in the variation 

relationship. (See, e.g., Paragraph 6). All the products in a variation relationship also share any 

“#1 Best Seller” or “Amazon’s Choice” badges. (See, e.g., Paragraph 6). The product detail 

page of products that are in a variation relationship shows the ratings and reviews of all the 

products in the variation relationship 

8. In an August 2020 email, Bountiful’s Director Ecommerce, Customer Development (the 

“Ecommerce Customer Development Director”) explained that earlier in that year when products 

“launched during Covid when [the Amazon] Vine [program for promoting new products] was 

down” and Amazon’s “born to run [program for launching new products] was down,” Bountiful 

“got creative.” Bountiful “created variations with some of our [new products] to try and ramp 

them faster as they were NOT selling and we wanted to give them a little boost in 

R[atings]&R[eviews] to gain visibility and allow them to also borrow the ‘amazon choice’ badge 

and best seller badge which worked.” 

9. During 2020 and 2021, Respondent submitted requests to Amazon to create numerous 

variation relationships involving Respondent’s products with different formulations, including 

the examples described below. 

10. In March 2020, Respondent began selling two new products to Amazon for sale on 

Amazon.com: Nature’s Bounty Stress Comfort Mood Booster Gummies (which was available in 

two sizes) and Nature’s Bounty Stress Comfort Peace of Mind Stress Relief Gummies (which 

was available in two sizes). The Mood Booster Gummies and Peace of Mind Stress Relief 

3 
Gummies had different formulations. Respondent requested that Amazon combine those new 

products in a variation relationship with three of Respondent’s established products, Nature’s 

Bounty Anxiety & Stress Relief Ashwagandha KSM-66 tablets, Nature’s Bounty Botanical Sleep 

tablets, and Nature’s Bounty Valerian Root capsules, each of which had different formulations 

from each other and from the Stress Comfort products. 

11. In August 2020, the Ecommerce Customer Development Director explained in an email 

that the approximately 1,000 ratings and 4.5-star average rating that the new Stress Comfort 

products then appeared to have on Amazon.com were because of the variation relationship, that 

the Stress Comfort “ratings and reviews ... [we]re low roughly 26 and only 3.2 stars,” that 

“[u]nfortunately people d[id] not love the [Stress Comfort] product[s],” and that sales “spiked the 

second we variated the pages and they continue to grow.” A presentation attached to that email 

said that the variation had earned an Amazon’s Choice badge. That would have been based on 

the established products. 

12. Later in 2020, Respondent began selling a new Nature’s Bounty Zinc Gummies product 

to Amazon for sale on Amazon.com. In August 2020, before the launch of the Zinc Gummies 

product, the Ecommerce Customer Development Director, wrote in an email: 

[m]oving forward we are going to launch skus with variations that make sense: i.e. Zinc 

gummy with zinc tablet – gives the strongest opportunity to win from day 1 – gives 

relevancy, page 1 view, ... increased Conversation, and sales. We are seeing success 

with this strategy .... 

Respondent requested that Amazon create a variation relationship including Zinc Gummies, and 

two of Respondent’s established products, Nature’s Bounty Calcium Magnesium & Zinc caplets 

and Nature’s Bounty Zinc 50 mg caplets. The products had different formulations, including 

different amounts of the main ingredient or additional ingredients. The Zinc caplets were 

Amazon.com’s “#1 Best Seller in Zinc Mineral Supplements.” 

13. In November 2020, the Ecommerce Customer Development Director explained in an 

email that her strategy of variating new products with “top sellers” allowed the new products “to 

essentially ‘borrow’ the best-selling flags, ratings, and reviews, and first page placement” of the 

top sellers, that she was “using this strategy with all of our launches,” and that the strategy was 

“extremely successful” for the “Zinc gummy.” 

14. In November 2020, Respondent began selling a new product, Nature’s Bounty Immune 

24 Hour+ softgels, to Amazon for sale on Amazon.com. On November 15, 2020, Respondent 

requested that Amazon create a variation relationship between that product and one of 

Respondent’s established products, Nature’s Bounty Vitamin C 500 mg tablets. The products 

had different formulations. At the time of the Immune 24+ product launch, it appeared that the 

product had 11,516 ratings and a 4.5-star rating because of the Vitamin C product ratings. (See 

Exhibit A). It also displayed a “#1 Best Seller” badge. 

15. In or around early-August 2021, the Nature’s Bounty Immune 24 Hour+ softgels and 

Nature’s Bounty Vitamin C 500 mg tablets products were in a variation relationship. At that 

4 
time, they had 40,165 ratings, what appeared to be a 5-star average rating, and an Amazon’s 

Choice badge. (See Exhibit B). 

16. On August 16, 2021, Respondent requested that the variation relationship between 

Nature’s Bounty Immune 24 Hour+ softgels and Nature’s Bounty Vitamin C 500 mg tablets be 

terminated. 

17. Later in August 2021, the Nature’s Bounty Immune 24 Hour+ softgels product was no 

longer in a variation relationship with the Nature’s Bounty Vitamin C 500 mg tablets. At that 

time, the Nature’s Bounty Immune 24 Hour+ softgels product had 2,751 ratings, what appeared 

to be a 4.5-star average rating, and no Amazon’s Choice badge. (See Exhibit C). 

18. In March 2021, Respondent began selling a new product, Nature’s Bounty Stress 

Comfort Fast Acting Calm chewable tablets, to Amazon for sale on Amazon.com. Respondent 

requested that Amazon create a variation relationship between that product and one of 

Respondent’s established products, Nature’s Bounty Anxiety & Stress Relief Ashwagandha 

KSM-66 tablets. The products had different formulations. As of January 26, 2022, the products 

together had 5,164 ratings. (See Exhibit D). All of the “Top reviews” and most of the 270 

reviews for the products were for the Anxiety & Stress Relief product. Two days later, after the 

variation relationship ended, the Stress Comfort product only had 219 ratings and 10 reviews. 

(See Exhibit E). 

19. In March 2021, Respondent began selling two new products, Nature’s Bounty Brain 

Superfood capsules and Nature’s Bounty Brain Focus chewable tablets, to Amazon for sale on 

Amazon.com. Respondent requested that Amazon create a variation relationship between those 

products and an established product, Nature’s Bounty Ginkgo Biloba 120mg capsules. The 

products had different formulations. 

20. In March 2021, Respondent began selling a new product, Nature’s Bounty Elderberry 

Sambucus Herbal 630 mg softgels, to Amazon for sale on Amazon.com. Respondent requested 

that Amazon create a variation relationship between that product and an established product, 

Nature’s Bounty Elderberry Gummies. The products had different formulations. 

21. In March 2021, Respondent began selling a new product, Sundown Kids Vitamin C 

Gummies, to Amazon for sale on Amazon.com. Respondent requested that Amazon create a 

variation relationship between that product and an established product, Sundown Kids Disney 

and Pixar Toy Story 4 Multivitamin Gummies. The products had different formulations. As of 

May 26, 2022, the products together had 7,546 ratings and 344 reviews, of which only 1,143 

ratings and 38 reviews were for the Sundown Kids Vitamin C Gummies. (See Exhibit F). 

22. In March 2021, Respondent began selling a new product, Nature’s Bounty Apple Cider 

Vinegar Gummies, to Amazon for sale on Amazon.com. Respondent requested that Amazon 

create a variation relationship between that product and an established product, Nature’s Bounty 

Apple Cider Vinegar 480 mg tablets. The products had different formulations, including 

different amounts of the main ingredient or additional ingredients. As of May 18, 2022, the 

5 
products together had 14,196 ratings and 420 reviews, of which only 1,121 ratings and 60 

reviews were for the Apple Cider Vinegar Gummies product. (See Exhibit G). 

Count I 

False Claims 

23. In numerous instances in connection with the advertising, promotion, offering for sale, or 

sale of its products sold on Amazon.com, Respondent has represented, directly or indirectly, 

expressly or by implication that: 

A. The apparent reviewers of certain of its products sold on Amazon.com had used and 

endorsed the products. 

B. Certain of its products sold on Amazon.com had received the numbers of customer 

ratings appearing on their Amazon.com product pages. 

C. Certain of its products sold on Amazon.com had obtained the average star ratings 

displayed on their Amazon.com product pages. 

D. Certain of its products sold on Amazon.com were number one best sellers. 

E. Certain of its products sold on Amazon.com had earned an Amazon’s Choice badge. 

24. In fact, in numerous instances in which Respondent has made the representations set forth 

in Paragraph 23, Respondent improperly requested that Amazon combine or variate 

Respondent’s newer or weaker selling products sold on Amazon.com with Respondent’s 

different or longer or better selling products sold on Amazon.com, and therefore: 

A. The apparent reviewers of certain of its products sold on Amazon.com were not 

actual users or endorsers of the products, but instead had used and endorsed a 

different product. 

B. Certain of its products sold on Amazon.com received significantly fewer customer 

ratings than appeared to be the case from their Amazon.com product pages. 

C. Certain of its products sold on Amazon.com obtained significantly lower average star 

ratings than appeared to be the case from their Amazon.com product pages. 

D. Certain of its products sold on Amazon.com identified on Amazon.com as number 

one best sellers were not number one best sellers. 

E. Certain of its products sold on Amazon.com that appeared to have earned an 

Amazon’s Choice badge had not earned an Amazon’s Choice badge. 

Therefore, the representations set forth in Paragraph 23 are false or misleading. 

6 
Violations of Sections 5 and 12 

25. The acts and practices of Respondent as alleged in this complaint constitute unfair or 

deceptive acts or practices, and the making of false advertisements, in or affecting commerce in 

violation of Sections 5(a) and 12 of the Federal Trade Commission Act. 

THEREFORE, the Federal Trade Commission this 28th day of March, 2023, has issued 

this Complaint against Respondent. 

By the Commission. 

April J. Tabor 

Secretary 

SEAL: 

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Nature'> B<lunty Immune 24 Hour+, 2A 

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Exhibit A – beginning of product detail page for Nature’s Bounty Immune 24 

Hour+ softgels from approximately November 19, 2020 (before the product was 

even in stock). The alternative product was Nature’s Bounty Vitamin C 

500 mg tablets. 
@ Amazon.com: Nature's Bounty X + 

➔ C , i amazon.com/Natures-Bounty-Support-Release-Softgels/dp/B08NKKVK5Q/ref=sr_1_5?crid=FPNY4AALLG61&dchild=1&keywords=nature%27s+bounty+immune+24+hour&qid=1628332654&rdc ... il l!!J 

* 

All ..,. nature's bounty immune 24 hour 

Health & Personal Care Household Supplies Vitamins & Diet Supplements Baby & Child Care Health Care Sports Nutrition Sexual Wellness Health & Wellness Medical Supplies & Equipment FSA Eligible Items Sales & Special Offers Subscribe & Save 

< Back to results 

[I] 

VIDEO 

Roll over image to zoom in 

a~~on pharmacy Your medication, delivered Learn more > 

Nature's Bounty Immune 24 Hour+, 24 Hour Immune 

Support From Ester C, 100 Rapid Release Softgels, 100 Count 

Visit the Nature's Bounty Store ***** v 40,165 ratings I 110 answered questions 

Amazon's Choice for "nature's bounty immune 24 hour" 

Price: $15.40 ($o.

151 Count) v'Prime FREE One-Day 

Get 5% back ($0.77 in rewards} on the amount charged to your Amazon Prime Rewards Visa Signature 

Card. 

May be available at a lower price from other sellers, potentially without free Prime shipping. 

Style: 1000mg, 100CT 

$11.00 $15.40 

($0.04 / Count) ($0.15 / Count) 

,tprime ,tprime 

Primary Supplement Vitamin A 

Type 

Brand Nature's Bounty 

Item Form Softgels 

Age Range (Description} Adult 

Diet Type Gluten Free 

About th is item 

• THE ONLY VITAMIN C WITH 24-HOUR IMMUNE SUPPORT: Nature's Bounty Immune 24 Hour plus 

contains 1000mg of Ester-C, the only clinically studied Vitamin C with 24-hour immune support. 

Ester-C lasts up to 2x longer than regular Vitamin C 

• PLUS VITAMIN D & ZINC, WITH ELDERBERRY AND ECHINACEA: Immune 24 Hour plus provides Vitamin 

D, Vitamin A and Zinc for extra immune plus antioxidant support. Also contains Elderberry and 

Echinacea, plus 9 essential nutrients to help keep you healthy 

• SUPPORTS UPPER RESPIRATORY HEALTH: Highly bioavailable Ester-C can increase Vitamin C levels in 

the body, which is important for white blood cell function, contributing to the health of the upper 

respiratory tract 

• NON-GMO FORMULA: Nature's Bount Immune 24 Hour plus is Non-GMO and contains No artificial 

$15.40 

v Prime FREE One-Day 

FREE delivery: Tomorrow 

Order within 17 hrs and 22 mins 

Details 

@ Deliver to gerald - Brooklyn 

11215 

In Stock. 

Qty: 1 V 

Add to Cart 

Buy Now 

i Secure transaction 

Ships from Amazon.com 

Sold by Amazon.com 

Return policy: Eligible for 

Refund or Replacement if 

damaged or defective v 

D Add a gift receipt for easy 

returns 

Add to essentials 

Learn more about Your 

Essentials 

Add to List 

0 

Exhibit B – beginning of product detail page

for Nature’s Bounty Immune 24 Hour+ softgels

from approximately August 2021. The 

alternative product was Nature’s Bounty

Vitamin C 500 mg tablets.
i amazon.com/Natures-Bounty-Support-Release-Softgels/dp/B08NKKVK5Q/ref=cm_cr_arp_d_product_top?ie=UTF8 * 

Consider these alternative items 

Vitamin C by Nature's Bounty for Immune Support. 

Vitamin C is a Leading Immune Support Vitamin, 

500mg, 250 Tablets 

***** 38,011 

$ 8 23 ($0.03 /Count) 

Health & Household > Vitamins & Dietary Supplements > Vitamins > Vitamin C 

VIDEO 

Roll over image to zoom in 

Sponsored 

Nature's Bounty Vitamin C, 1000mg, 100 Caplets 

(Pack of 3) 

***** 11 

Vitamin C by Nature's Bounty for immune support. 

Vitamin C is a leading immune support vitamin, 

1000mg, 100 Caplets 

$ 2 690($0.09/Count) C  -k 8,983 

1000mg $860($0.09/Count) 

Nature's Bounty Immune 24 Hour+, 24 Hour 

Immune Support From Ester C, 100 Rapid 

Release Softgels, 100 Count 

Visit the Nature's Bounty Store ** **'1{ v 2,751 ratings I 25 answered questions 

Primary 

Supplement Type 

Brand 

Item Form 

Age Range 

(Description) 

Diet Type 

About this item 

Vitamin A 

Nature's Bounty 

Softgels 

Adult 

Gluten Free 

• THE ONLY VITAMIN C WITH 24-HOUR IMMUNE SUPPORT: Nature's Bounty 

Immune 24 Hour plus contains 1000mg of Ester-C, the only clinically studied 

Vitamin C with 24-hour immune support. Ester-C lasts up to 2x longer than 

regular Vitamin C 

• PLUS VITAMIN D & ZINC, WITH ELDERBERRY AND ECHINACEA: Immune 24 

Hour plus provides Vitamin D, Vitamin A and Zinc for extra immune plus 

antioxidant support. Also contains Elderberry and Echinacea, plus 9 essential 

nutrients to help keep you healthy 

• SUPPORTS UPPER RESPIRATORY HEALTH: Highly bioavailable Ester-C can 

increase Vitamin C levels in the body, which is important for white blood cell 

function, contributing to the health of the upper respiratory tract 

• NON-GMO FORMULA: Nature's Bounty Immune 24 Hour plus is Non-GMO 

and contains No artificial flavor or artificial sweeteners, no sugar, no starch, 

no milk, no lactose, no soy, no gluten, no wheat, no yeast, no fish, sodium free 

• RAPID RELEASE SOFTGELS: For adults, Take 2 soft els dail , preferabl with a 

@ Select delivery location 

See All Buying Options 

Add to List 

Share ~ I) ~ ® 

Have one to sell? 

Sell on Amazon 

• v Iva 

naturals 

Vitamin D and B 12 for 

Energy and Immune 

Support 

Vitamin B12 5000mcg and 

Vitamin D3 5000 IU Gummies ... 

 ~ 1,307 

Sponsored 

. 

• 

• 

Exhibit C – beginning 

of product detail page 

for Nature’s Bounty 

Immune 24 Hour+ 

softgels captured in 

August 2021 after 

Exhibit B was 

captured. There is no 

alternative product.
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5/26/22, 2:34 PM Amazon.com: Sundown Kids Vitamin C Gummies with Rosehips, Citrus Bioflavonoids, Non-GMO, Dairy-Free, Gluten-Free, Veget...

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Health & Household › Vitamins, Minerals & Supplements › Vitamins › Multivitamins

2 VIDEOS

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Sundown Kids Vitamin

C Gummies with

Rosehips, Citrus

Bioflavonoids, NonGMO, Dairy-Free,

Gluten-Free,

Vegetarian, 90 Count

Visit the Sundown Kids Store

7,546 ratings

| 18 answered questions

Amazon's Choice in Multivitamins ...

Price: $7.12 ($0.08 / Count)

Get $50 off instantly: Pay $0.00

$7.49 upon approval for the

Amazon Rewards Visa Card. No

annual fee.

Size: 90 Count 

90 Count 180 Count

Brand Sundown Kids

Item Form Gummy

Dosage Gummy

Form

Flavor Orange

Primary Multivitamins

Supplement

Type

Exhibit F.1. - first screen of product About this item

detail page of 90 count bottle of SUPPORTS IMMUNE AND GENERAL

HEALTH — Vitamin C supports your Sundown Kids Vitamin C Gummies. 

little one's immune system; also Alternative product is 180 count bottle maintains strong bones, teeth,

joints, gums, and heart health of Sundown Kids Disney and Pixar 

Add to List

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$7.99 ($0.09 / Count)

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shipped by Amazon.

Sold by: Cary's Store, LLC

Add to Cart

ANTIOXIDANT BLEND - Our unique

Sell on Amazon

Have one to sell? Toy Story 4 Multivitamin Gummies. blend of Vitamin C, rosehips and

citrus bioflavonoids contain

powerful antioxidant properties;

may help fight against free radicals

https://www.amazon.com/Sundown-Kids-Bioflavonoids-Dairy-Free-Gluten-Free/dp/B08YS7NX3N?th=1 1/12
 

 

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5/26/22, 2:35 PM Amazon.com: Sundown Kids Vitamin C Gummies with Rosehips, Citrus Bioflavonoids, Non-GMO, Dairy-Free, Gluten-Free, Veget...

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Health & Household › Vitamins, Minerals & Supplements › Vitamins › Multivitamins

VIDEO

Roll over image to zoom in

Sundown Kids Disney

and Pixar Toy Story 4

Multivitamin

Gummies, Vitamins A,

C, D, E, Gluten-Free,

Dairy-Free, PeanutSelect delivery location

See All Buying Options

Add to List

Have one to sell? Free, 180 Count

Visit the Sundown Kids Store

7,546 ratings

| 18 answered questions

Sell on Amazon

Size: 180 Count

90 Count 180 Count

Brand Sundown Kids

Item Form Gummy

Dosage Gummy Sponsored

Form

Flavor Orange

Primary Multivitamins

Supplement

Type

About this item

SUPPORT YOUR CHILD’S IMMUNE

HEALTH — A complete(4) daily

multivitamin provides your toddler,

child or teen with nutritional

support for healthy growth and

development(3); maintains healthy Exhibit F.2. - first screen of product eyes, bones, teeth, heart and

immune health(3) detail page of 180 count bottle of 13 KEY NUTRIENTS(4) — Vitamin A

Sundown Kids Disney and Pixar Toy (eyes, skin, immune support),

Vitamin C (immune support), Story 4 Multivitamin Gummies. Vitamin D & K (bone & immune

Alternative product is 90 count bottle of health), Vitamin E (antioxidant), B6

& B12 (energy support), folate, Sundown Kids Vitamin C Gummies. iodine (thyroid support), zinc

(immune support) and more(3)

CLEAN(1) KIDS MULTIVITAMIN —

(1)Clean defined as all products

Non-GMO(2), and free of gluten,

https://www.amazon.com/Sundown-Kids-Bioflavonoids-Dairy-Free-Gluten-Free/dp/B07RWVQN2C?th=1 1/10
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5/26/22, 2:38 PM Amazon.com: Customer reviews: Sundown Kids Disney and Pixar Toy Story 4 Multivitamin Gummies, Vitamins A, C, D, E, Gluten...

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Sundown Kids Disney and Pixar Toy Story 4 Multivitamin Gummies,... › Customer reviews

Customer reviews

4.7 out of 5

7,546 global ratings

5 star

4 star

3 star

2 star

1 star

Sundown Kids Disney and Pi... by Sundown Kids

Size: 180 Count Change

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2%

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Top positive review

All positive reviews ›

MamaOfManyMD

My kids favorite vitamins!

Reviewed in the United States on February 13,

2020

As a mom of 5 little ones I have tried tons of

different vitamins with them but these are by

far their favorite! They like the flavor the best.

Some vitamins they won’t even eat but they

like these. I think it’s a great amount for the

money and bonus that they love the cute

character bottles!

14 people found this helpful

Top review All reviewers All stars All formats Text, image, vid

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What do you want to know about 

Sundown Kids Disney and Pixar Toy Story 

4 Multivitamin Gummies, Vitamins A, C, D,

E Gl t F D i F P t F

See all 18 answered questions Ask

Top rev... All reviewers All stars All formats Text, image, ...

Top critical review

All critical reviews ›

Vera b.

Can possibly give your child a

headache.

Reviewed in the United States on November

28, 2020

I have had pretty good results with sundown

products in the past. However I got these for

my son who is 5 and just started virtual

school with kindergarten. I gave him the

recommended dose 2 a day and twice he

complained about a headache. Perfectly

healthy child so I stopped it and he doesn’t

12 people found this helpful

Sponsored

Questions? Get fast answers from

reviewers

Need customer service? Click here 7,546 total ratings, 344 with reviews

From the United States

Vera b.

Can possibly give your child a headache.

Reviewed in the United States on November 28, 2020

Size: 180 Count Verified Purchase

I have had pretty good results with sundown products in the past. However I got these for my son who

is 5 and just started virtual school with kindergarten. I gave him the recommended dose 2 a day and

twice he complained about a headache. Perfectly healthy child, so I stopped it and he doesn’t

complain about them anymore. Maybe it didn’t agree with him I’m not sure but I will definitely be

reaching out to his doctor about the situation.

Exhibit F.4. - beginning of 

review section of the product 

detail page for the 180 count 

bottle of Sundown Kids Disney 

and Pixar Toy Story 4 

Multivitamin Gummies

filtered to show all ratings and 

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5/26/22, 2:37 PM Amazon.com: Customer reviews: Sundown Kids Disney and Pixar Toy Story 4 Multivitamin Gummies, Vitamins A, C, D, E, Gluten...

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Sundown Kids Disney and Pixar Toy Story 4 Multivitamin Gummies,... › Customer reviews

Customer reviews

4.7 out of 5

7,546 global ratings

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Sundown Kids Disney and Pi... by Sundown Kids

Size: 180 Count Change

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MamaOfManyMD

My kids favorite vitamins!

Reviewed in the United States on February 13,

2020

As a mom of 5 little ones I have tried tons of

different vitamins with them but these are by

far their favorite! They like the flavor the best.

Some vitamins they won’t even eat but they

like these. I think it’s a great amount for the

money and bonus that they love the cute

character bottles!

14 people found this helpful

Top critical review

All critical reviews ›

Vera b.

Can possibly give your child a

headache.

Reviewed in the United States on November

28, 2020

I have had pretty good results with sundown

products in the past. However I got these for

my son who is 5 and just started virtual

school with kindergarten. I gave him the

recommended dose 2 a day and twice he

complained about a headache. Perfectly

healthy child so I stopped it and he doesn’t

12 people found this helpful

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6,403 total ratings, 306 with reviews

From the United States

Vera b.

Can possibly give your child a headache.

Reviewed in the United States on November 28, 2020

Size: 180 Count Verified Purchase

I have had pretty good results with sundown products in the past. However I got these for my son who

is 5 and just started virtual school with kindergarten. I gave him the recommended dose 2 a day and

twice he complained about a headache. Perfectly healthy child, so I stopped it and he doesn’t

complain about them anymore. Maybe it didn’t agree with him I’m not sure but I will definitely be

reaching out to his doctor about the situation.

See all 18 answered questions Ask

Need customer service? Click here

Exhibit F.6. - beginning of 

review section of the product 

detail page for the 180 count 

bottle of Sundown Kids Disney 

and Pixar Toy Story 4 

Multivitamin Gummies filtered 

to show ratings and reviews for 

just the 180 count bottle of 

Sundown Kids Disney and 

Pixar Toy Story 4 Multivitamin 

Gummies. https://www.amazon.com/Multivitamin-Vitamins-Gluten-Free-Dairy-Free-Peanut-Free/product-reviews/B07RWVQN2C/ref=cm_cr_arp_d_viewopt_fmt?i... 1/6
T 

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***** 

il 

5/26/22, 2:34 PM Amazon.com: Sundown Kids Vitamin C Gummies with Rosehips, Citrus Bioflavonoids, Non-GMO, Dairy-Free, Gluten-Free, Veget...

Question: Does this product contain tree nuts??

0 Answer: The Toy Story 4 Gummies (B80928) contains a highly refined coconut oil and the allergenic protein votes has been removed.

By Customer Care MANUFACTURER on September 9, 2019

Question: What is the source of the gelatin?

0 Answer: The gelatin in the Sundown Kids Toy Story 4 Complete Multivitamin Gummies (B80928) is sourced votes from porcine (pig).

By A manufacturer MANUFACTURER on June 10, 2020

Question: What happens if my child doesn't like the gummy product? Can I receive a refund?

0 Answer: Not sure need to contact seller

votes By silvia zepeda on March 15, 2021

See more answered questions (14)

Customer reviews Reviews with images

4.7 out of 5

7,546 global ratings

5 star 84%

4 star 10%

3 star 3%

2 star 1%

1 star 2%

How customer reviews and ratings work

By feature

Easy to swallow 4.5

Value for money 4.4

Ingredient quality 4.3 Top reviews from the United States

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Read reviews that mention

toy story year old stuck together gummy vitamins

value for money great value good value corn syrup nail polish

polish remover taste like ice pack daughter loves alien head

Top reviews

Vera b.

See more

Can possibly give your child a headache.

Reviewed in the United States on November 28, 2020 Review this product Size: 180 Count Verified Purchase

Share your thoughts with other customers I have had pretty good results with sundown products in the past. However I got these for

my son who is 5 and just started virtual school with kindergarten. I gave him the

recommended dose 2 a day and twice he complained about a headache. Perfectly healthy

child, so I stopped it and he doesn’t complain about them anymore. Maybe it didn’t agree

with him I’m not sure but I will definitely be reaching out to his doctor about the situation.

Write a customer review

Exhibit F.7. - first few pages of the 

unfiltered review section of the 

product detail page for the 90 count 

bottle of Sundown Kids Vitamin C 

Gummies. Report abuse

12 people found this helpful

Helpful

MamaOfManyMD

https://www.amazon.com/Sundown-Kids-Bioflavonoids-Dairy-Free-Gluten-Free/dp/B08YS7NX3N?th=1 7/12

0 

***** 

-

***** 

e 

< > 

5/26/22, 2:34 PM Amazon.com: Sundown Kids Vitamin C Gummies with Rosehips, Citrus Bioflavonoids, Non-GMO, Dairy-Free, Gluten-Free, Veget...

Reviewed in the United States on July 13, 2020

Size: 180 Count Verified Purchase

5 people found this helpful

Report abuse

I should have known better than to order these to Florida during the summer. They arrived

completely melted. The characters are not able to be distinguished. They are able to be

pulled apart and still edible. Disappointing. The other vitamins that I ordered came in a

cooler and were in much better shape.

Helpful

Great taste

Reviewed in the United States on May 22, 2020

Size: 180 Count Verified Purchase

6 people found this helpful

Report abuse

LaDonna

My kids always get this brand and love the taste. We have tried a few other brands and the

kids didn’t care for them. We haven’t ran across and clumps inside the containers yet.

Always a great product.

Helpful

Very soft, taste like candy

Reviewed in the United States on January 14, 2022

Size: 180 Count Verified Purchase

Amber

As far as gummies go they are soft and easy to chew, while maintaining a great flavor.

Probably the best tasting vitamins I've ever had, they are also easy on the stomach. ( I have

to take childrens vitamins because adult ones make me vomit terrible). The kids love them

too so they are the ones that remind me to give them every day, other brands I've bought

end up having at least one flavor that just isn't good, these ones are all good and orange

gets tackled the most instead of being left behind. The price isn't bad either.

One person found this helpful

Helpful Report abuse

See all reviews

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,tprime ,tprime ,tprime ,tprime 

,tprime 

~ 

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5/26/22, 2:35 PM Amazon.com: Sundown Kids Vitamin C Gummies with Rosehips, Citrus Bioflavonoids, Non-GMO, Dairy-Free, Gluten-Free, Veget...

disease. (4) Our Complete multivitamin contains 13 key nutrients, including certain essential A, C, D, E & select B vitamins, to supplement a range of

common nutrient gaps that may not be addressed by diet alone.

Statements regarding dietary supplements have not been evaluated by the FDA and are not intended to diagnose, treat, cure, or prevent any

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Customer reviews Reviews with images

4.7 out of 5

https://www.amazon.com/Sundown-Kids-Bioflavonoids-Dairy-Free-Gluten-Free/dp/B07RWVQN2C?th=1 5/10

***** 

l J 

***** 

[ J 

***** 

l 

***** 

5/26/22, 2:35 PM Amazon.com: Sundown Kids Vitamin C Gummies with Rosehips, Citrus Bioflavonoids, Non-GMO, Dairy-Free, Gluten-Free, Veget...

Unlike many of the other reviews here, my vitamins arrived fine. They were not bundled

together or melted.

Report abuse

8 people found this helpful

Helpful

Beware gummies in transit

Craig R.

Reviewed in the United States on September 16, 2019

Size: 180 Count Verified Purchase

All stuck together. Hard to get individual vitamin out of the container. Appears these got

very hot n

11 people found this helpful

Helpful

Elle

Report abuse

Store these in a place kids can’t access! Taste just like fruit gummies.

Reviewed in the United States on May 12, 2022

Size: 180 Count Verified Purchase

While some may purchase gummies for the shapes or characters on the box, we’ve tried a

myriad of gummies and Sundown Kids - specifically the Orange, Cherry, and Grape flavor

package - is our favorite. The texture is most similar to gummy bears or fruit gummies

(compared to other vitamins we’ve tried) and they are NOT sugar/crystal coated. I’m so glad

that Amazon has them - and check the other varieties of these vitamins, because you might

get a better price with a different character variety (but double check the flavors - I think

the Frozen vitamins are different!).

We have a coconut allergy in our home, and many, many, MANY gummy vitamins contain

coconut oil as an ingredient. I love that these gummy vitamins are safe for us to use, and

that they taste good enough for my kids to love taking them. However, store in a safe and

inaccessible place... because they’re so good, your kids might try to eat more than

recommended. Treat these like medicine and don’t let your kids access them!

Helpful

Melted

kentmj55

Report abuse

Reviewed in the United States on July 13, 2020

Size: 180 Count Verified Purchase

I should have known better than to order these to Florida during the summer. They arrived

completely melted. The characters are not able to be distinguished. They are able to be

pulled apart and still edible. Disappointing. The other vitamins that I ordered came in a

cooler and were in much better shape.

5 people found this helpful

Helpful

LaDonna

Report abuse

Great taste

Reviewed in the United States on May 22, 2020

Size: 180 Count Verified Purchase

My kids always get this brand and love the taste. We have tried a few other brands and the

kids didn’t care for them. We haven’t ran across and clumps inside the containers yet.

Always a great product.

https://www.amazon.com/Sundown-Kids-Bioflavonoids-Dairy-Free-Gluten-Free/dp/B07RWVQN2C?th=1 7/10
5/26/22, 2:35 PM Amazon.com: Sundown Kids Vitamin C Gummies with Rosehips, Citrus Bioflavonoids, Non-GMO, Dairy-Free, Gluten-Free, Veget...

6 people found this helpful

Helpful Report abuse

Amber

Very soft, taste like candy

Reviewed in the United States on January 14, 2022

Size: 180 Count Verified Purchase

As far as gummies go they are soft and easy to chew, while maintaining a great flavor.

Probably the best tasting vitamins I've ever had, they are also easy on the stomach. ( I have

to take childrens vitamins because adult ones make me vomit terrible). The kids love them

too so they are the ones that remind me to give them every day, other brands I've bought

end up having at least one flavor that just isn't good, these ones are all good and orange

gets tackled the most instead of being left behind. The price isn't bad either.

One person found this helpful

Helpful Report abuse

See all reviews

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Disclaimer: While we work to ensure that product information is correct, on occasion manufacturers may alter their ingredient lists. Actual product

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about a product, please contact the manufacturer. Content on this site is for reference purposes and is not intended to substitute for advice given by a

physician, pharmacist, or other licensed health-care professional. You should not use this information as self-diagnosis or for treating a health problem

or disease. Contact your health-care provider immediately if you suspect that you have a medical problem. Information and statements regarding

dietary supplements have not been evaluated by the Food and Drug Administration and are not intended to diagnose, treat, cure, or prevent any

disease or health condition. Amazon.com assumes no liability for inaccuracies or misstatements about products.

***** 

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,tprime ,tprime ,tprime ,tprime ,tprime 

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222-3019 

UNITED STATES OF AMERICA 

BEFORE THE FEDERAL TRADE COMMISSION 

COMMISSIONERS: Lina M. Khan, Chair 

Rebecca Kelly Slaughter 

Christine S. Wilson 

Alvaro M. Bedoya 

In the Matter of DECISION AND ORDER 

THE BOUNTIFUL COMPANY, DOCKET NO. C-4791

a corporation. 

DECISION 

The Federal Trade Commission (“Commission”) initiated an investigation of certain acts and 

practices of the Respondent named in the caption. The Commission’s Bureau of Consumer 

Protection (“BCP”) prepared and furnished to Respondent a draft Complaint. BCP proposed to 

present the draft Complaint to the Commission for its consideration. If issued by the 

Commission, the draft Complaint would charge the Respondent with violations of the Federal 

Trade Commission Act. 

Respondent and BCP thereafter executed an Agreement Containing Consent Order (“Consent 

Agreement”). The Consent Agreement includes: 1) statements by Respondent that it neither 

admit nor deny any of the allegations in the Complaint, except as specifically stated in this 

Decision and Order, and that only for purposes of this action, it admits the facts necessary to 

establish jurisdiction; and 2) waivers and other provisions as required by the Commission’s 

Rules. 

The Commission considered the matter and determined that it had reason to believe that 

Respondent has violated the Federal Trade Commission Act, and that a Complaint should issue 

stating its charges in that respect. The Commission accepted the executed Consent Agreement 

and placed it on the public record for a period of 30 days for the receipt and consideration of 

public comments. The Commission duly considered any comments received from interested 

persons pursuant to Section 2.34 of its Rules, 16 C.F.R. § 2.34. Now, in further conformity with 

the procedure prescribed in Rule 2.34, the Commission issues its Complaint, makes the 

following Findings, and issues the following Order: 

Findings 

1. The Respondent is The Bountiful Company, a New York corporation with its principal 

office or place of business at 90 Orville Drive, Bohemia, New York 11716. 
2. The Commission has jurisdiction over the subject matter of this proceeding and over the 

Respondent, and the proceeding is in the public interest. 

ORDER 

Definitions 

For purposes of this Order, the following definition applies: 

“Respondent” means The Bountiful Company, a New York corporation, and its 

successors and assigns. 

Provisions 

I. Prohibited Misrepresentations 

IT IS ORDERED that Respondent, and Respondent’s officers, agents, employees, and 

attorneys, and all other persons in active concert or participation with any of them, who receive 

actual notice of this Order, whether acting directly or indirectly, in connection with the 

advertising, promotion, offering for sale, or sale of any of Respondent’s products or services 

must not make any misrepresentation, expressly or by implication, about or through ratings, 

reviews, badges, or endorsements of the product or service, including any misrepresentation: 

A. that a reviewer or other person reviewed, endorsed, or used the product or service; 

B. about the number of ratings or reviews the product or service has received; 

C. about the average star rating of the product or service; 

D. about the product or service being a best seller; or 

E. about the product or service having earned an Amazon’s Choice badge or 

designation. 

II. Prohibited Practices 

IT IS FURTHER ORDERED that Respondent, and Respondent’s officers, agents, 

employees, and attorneys, and all other persons in active concert or participation with any of 

them, who receive actual notice of this Order, whether acting directly or indirectly, in connection 

with the advertising, promotion, offering for sale, or sale of any of Respondent’s products or 

services must not: 

A. create or request the creation of variation or other relationships between different 

products sold on Amazon.com or any other online shopping platform or website; or 

2
B. otherwise procure, suppress, boost, organize, selectively publish, up-vote, down-vote, 

or edit consumer reviews or ratings of products or services, 

in any manner that distorts or otherwise misrepresents what consumers think of such products or 

services. 

III. Monetary Relief 

IT IS FURTHER ORDERED that: 

A. Respondent must pay to the Commission $600,000 as monetary relief. 

B. Such payment must be made within 8 days of the effective date of this Order by 

electronic fund transfer in accordance with instructions provided by a representative of 

the Commission. 

IV. Additional Monetary Provisions 

IT IS FURTHER ORDERED that: 

A. Respondent relinquishes dominion and all legal and equitable right, title, and interest in 

all assets transferred pursuant to this Order and may not seek the return of any assets. 

B. The facts alleged in the Complaint will be taken as true, without further proof, in any 

subsequent civil litigation by or on behalf of the Commission to enforce its rights to any 

payment pursuant to this Order, such as a nondischargeability complaint in any 

bankruptcy case. 

C. The facts alleged in the Complaint establish all elements necessary to sustain an action by 

or on behalf of the Commission pursuant to Section 523(a)(2)(A) of the Bankruptcy 

Code, 11 U.S.C. § 523(a)(2)(A), and this Order will have collateral estoppel effect for 

such purposes. 

D. All money paid to the Commission pursuant to this Order may be deposited into a fund 

administered by the Commission or its designee to be used for relief, including consumer 

redress and any attendant expenses for the administration of any redress fund. If a 

representative of the Commission decides that direct redress to consumers is wholly or 

partially impracticable or money remains after redress is completed, the Commission may 

apply any remaining money for such other relief (including consumer information 

remedies) as it determines to be reasonably related to Respondent’s practices alleged in 

the Complaint. Any money not used is to be deposited to the U.S. Treasury. Respondent 

has no right to challenge any activities pursuant to this Provision. 

E. In the event of default on any obligation to make payment under this Order, interest, 

computed as if pursuant to 28 U.S.C. § 1961(a), shall accrue from the date of default to 

the date of payment. In the event such default continues for 10 days beyond the date that 

3
payment is due, the entire amount will immediately become due and payable. 

F. Each day of nonpayment is a violation through continuing failure to obey or neglect to 

obey a final order of the Commission and thus will be deemed a separate offense and 

violation for which a civil penalty shall accrue. 

G. Respondent acknowledges that its Taxpayer Identification Number (Employer 

Identification Number), which Respondent has previously submitted to the Commission, 

may be used for collecting and reporting on any delinquent amount arising out of this 

Order, in accordance with 31 U.S.C. § 7701. 

V. Acknowledgments of the Order 

IT IS FURTHER ORDERED that Respondent obtain acknowledgments of receipt of this 

Order: 

A. Respondent, within 10 days after the effective date of this Order, must submit to the 

Commission an acknowledgment of receipt of this Order sworn under penalty of perjury. 

B. For 10 years after the issuance date of this Order, Respondent must deliver a copy of this 

Order to: (1) all principals, officers, directors, and LLC managers and members; (2) all 

employees having managerial responsibilities for conduct related to the subject matter of 

the Order and all agents and representatives having managerial responsibilities for 

conduct related to the subject matter of the Order; and (3) any business entity resulting 

from any change in structure as set forth in the Provision titled Compliance Reports and 

Notices. Delivery must occur within 10 days after the effective date of this Order for 

current personnel. For all others, delivery must occur before they assume their 

responsibilities. 

C. From each individual or entity to which Respondent delivered a copy of this Order, 

Respondent must obtain, within 30 days, a signed and dated acknowledgment of receipt 

of this Order. 

VI. Compliance Reports and Notices 

IT IS FURTHER ORDERED that Respondent make timely submissions to the 

Commission: 

A. One year after the issuance date of this Order, Respondent must submit a compliance 

report, sworn under penalty of perjury, in which Respondent must: 

1. Identify the primary physical, postal, and email address and telephone number, as 

designated points of contact, which representatives of the Commission may use to 

communicate with Respondent; 

2. Identify all of Respondent’s businesses that could violate the Order by all of their 

4
names, telephone numbers, and physical, postal, email, and Internet addresses; 

3. Describe the activities of each business that could violate the Order, including the 

goods and services offered, the means of advertising, marketing, and sales; 

4. Describe in detail whether and how the Respondent is in compliance with each 

Provision of this Order, including a discussion of all of the changes the Respondent 

made to comply with the Order; and 

5. Provide a copy of each Acknowledgment of the Order obtained pursuant to this 

Order, unless previously submitted to the Commission. 

B. For 10 years after the issuance date of this Order, Respondent must submit a compliance 

notice, sworn under penalty of perjury, within 14 days of any change in the following: 

1. Any designated point of contact; or 

2. The structure of Respondent or any entity that Respondent has any ownership interest 

in or controls directly or indirectly that may affect compliance obligations arising 

under this Order, including: creation, merger, sale, or dissolution of the entity or any 

subsidiary, parent, or affiliate that engages in any acts or practices subject to this 

Order. 

C. Respondent must submit notice of the filing of any bankruptcy petition, insolvency 

proceeding, or similar proceeding by or against Respondent within 14 days of its filing. 

D. Any submission to the Commission required by this Order to be sworn under penalty of 

perjury must be true and accurate and comply with 28 U.S.C. § 1746, such as by 

concluding: “I declare under penalty of perjury under the laws of the United States of 

America that the foregoing is true and correct. Executed on: _____” and supplying the 

date, signatory’s full name, title (if applicable), and signature. 

E. Unless otherwise directed by a Commission representative in writing, all submissions to 

the Commission pursuant to this Order must be emailed to DEbrief@ftc.gov or sent by 

overnight courier (not the U.S. Postal Service) to: Associate Director for Enforcement, 

Bureau of Consumer Protection, Federal Trade Commission, 600 Pennsylvania Avenue 

NW, Washington, DC 20580. The subject line must begin: In re The Bountiful 

Company. 

VII. Recordkeeping 

IT IS FURTHER ORDERED that Respondent must create certain records for 10 years after 

the issuance date of the Order, and retain each such record for 5 years, unless otherwise specified 

below. Specifically, Respondent must create and retain the following records: 

A. Accounting records showing the revenues from all goods or services sold; 

5
B. Personnel records showing, for each person providing services in relation to any aspect of 

the Order, whether as an employee or otherwise, that person’s: name; addresses; 

telephone numbers; job title or position; dates of service; and (if applicable) the reason 

for termination; 

C. Copies or records of all consumer or other complaints relating to the ratings, reviews, 

badges, or endorsements of any product or service, whether received directly or 

indirectly, such as through a third party, and any response; 

D. All records relating to the creation or termination of any variation relationship between 

Respondent’s different products sold on Amazon.com, to the extent that the creation or 

termination of such variation relationship was initiated or requested by Respondent; 

E. For each of Respondent’s products sold on Amazon.com in any variation relationship 

initiated or requested by Respondent, copies of its Amazon.com product page taken: (1) 

within 7 days before Respondent initiates or requests the creation or termination of the 

relationship, and (2) after the relationship has been created or terminated, but no later 

than 30 days after Respondent initiates or requests the creation or termination of the 

relationship; 

F. All records relating to Respondent’s suppressing, boosting, organizing, selectively 

publishing, up-voting, or down-voting any product reviews; and 

G. All records necessary to demonstrate full compliance with each provision of this Order, 

including all submissions to the Commission. 

VIII. Compliance Monitoring 

IT IS FURTHER ORDERED that, for the purpose of monitoring Respondent’s compliance 

with this Order: 

A. Within 14 days of receipt of a written request from a representative of the Commission, 

Respondent must: submit additional compliance reports or other requested information, 

which must be sworn under penalty of perjury, and produce records for inspection and 

copying. 

B. For matters concerning this Order, representatives of the Commission are authorized to 

communicate directly with Respondent. Respondent must permit representatives of the 

Commission to interview anyone affiliated with Respondent who has agreed to such an 

interview. The interviewee may have counsel present. 

C. The Commission may use all other lawful means, including posing through its 

representatives as consumers, suppliers, or other individuals or entities, to Respondent or 

any individual or entity affiliated with Respondent, without the necessity of identification 

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or prior notice. Nothing in this Order limits the Commission’s lawful use of compulsory 

process, pursuant to Sections 9 and 20 of the FTC Act, 15 U.S.C. §§ 49, 57b-1. 

IX. Order Effective Dates 

IT IS FURTHER ORDERED that this Order is final and effective upon the date of its 

publication on the Commission’s website (ftc.gov) as a final order. This Order will terminate 20 

years from the date of its issuance (which date may be stated at the end of this Order, near the 

Commission’s seal), or 20 years from the most recent date that the United States or the 

Commission files a complaint (with or without an accompanying settlement) in federal court 

alleging any violation of this Order, whichever comes later; provided, however, that the filing of 

such a complaint will not affect the duration of: 

A. Any Provision in this Order that terminates in less than 20 years; 

B. This Order if such complaint is filed after the Order has terminated pursuant to this 

Provision. 

Provided, further, that if such complaint is dismissed or a federal court rules that Respondent did 

not violate any provision of the Order, and the dismissal or ruling is either not appealed or 

upheld on appeal, then the Order will terminate according to this Provision as though the 

complaint had never been filed, except that the Order will not terminate between the date such 

complaint is filed and the later of the deadline for appealing such dismissal or ruling and the date 

such dismissal or ruling is upheld on appeal. 

By the Commission. 

April J. Tabor 

Secretary 

SEAL: 

ISSUED: March 28, 2023

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