________________________________________________ 

________________________________________________ 

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 

THE BOUNTIFUL COMPANY, DOCKET NO. 

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. 
 

 

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: 

2 
 

 

 

 

 

 

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 _______ day of ___________, 2023, 

has issued this Complaint against Respondent. 

By the Commission. 

April J. Tabor 

Secretary 

SEAL: 

7 
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. 
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.
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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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)

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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 

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

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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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VIDEO

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Sundown Kids Disney

and Pixar Toy Story 4

Multivitamin

Gummies, Vitamins A,

C, D, E, Gluten-Free,

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Claritin Children's 24 Hour

Allergy Medicine for Kids

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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

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Sundown Kids Disney and Pi... by Sundown Kids

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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 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 

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Multivitamin Gummies

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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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All Best Sellers Amazon Basics Customer Service New Releases Prime Today s Deals

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

84%

10%

3%

1%

2%

Write a review

How customer reviews and ratings work

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

Search customer reviews Search

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

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

Music Books All-new Fire 7 Kids tablet

See All Buying Options

Sponsored

Questions? Get fast answers from

reviewers

SORT BY FILTER BY

Top review

Top rev...

All reviewers

All reviewers

All stars

All stars

Size: 180 Count

Size: 180 Co...

Text, image, vid

Text, image, ...

FILTERED BY

Size: 180 Count Clear filter

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
0

0

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??

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?

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

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

See all customer images

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.

12 people found this helpful

Helpful

MamaOfManyMD

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

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

Products related to this item Page 1 of 179

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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.

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4.7 out of 5

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

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

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

packaging and materials may contain more and/or different information than that shown on our Web site. We recommend that you do not solely rely

on the information presented and that you always read labels, warnings, and directions before using or consuming a product. For additional information

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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Analysis of Proposed Consent Order to Aid Public Comment 

In the Matter of The Bountiful Company, File No. 2223019 

The Federal Trade Commission (“Commission”) has accepted, subject to final approval, 

an agreement containing a consent order from The Bountiful Company (“Bountiful”). 

The proposed consent order (“proposed order”) has been placed on the public record for 

thirty days for receipt of comments by interested persons. Comments received during this period 

will become part of the public record. After thirty days, the Commission will again review the 

agreement and the comments received, and will decide whether it should withdraw from the 

agreement and take appropriate action or make final the agreement’s proposed order. 

This matter involves Bountiful’s alleged manipulation of the Amazon.com product pages 

for a number of its Nature’s Bounty and Sundown brand dietary supplement products. Bountiful 

is a vendor to Amazon, Inc., which allows its vendors to create or submit requests to create 

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

like a shirt which is available in different sizes and colors. The product detail page of products 

that are in a variation relationship displays the total number of ratings and reviews, the average 

star rating, and the individual reviews for all of the products in the variation relationship. All the 

products in a variation relationship also share any “#1 Best Seller” or “Amazon’s Choice” 

badges. 

According to the Commission’s proposed complaint, during 2020 and 2021, Bountiful 

submitted requests to Amazon to create numerous variation relationships involving products with 

different formulations. The proposed complaint quotes a Bountiful employee explaining that 

they did this with 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.” 

The proposed complaint alleges that Bountiful violated Sections 5(a) and 12 of the FTC 

Act by misrepresenting 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; and e) certain of its products sold on Amazon.com had earned an Amazon’s 

Choice badge. 

The proposed order contains provisions designed to prevent Bountiful from engaging in 

similar acts and practices in the future and to provide monetary relief. 

Provision I prohibits Bountiful from making any misrepresentation about or through the 

ratings, reviews, badges, or endorsements of any of its products or services, including false 

claims that someone reviewed or used the product or service or about the number of ratings or 

reviews the product or service has, its average star rating, its having earned an Amazon’s Choice 

badge, or its being a best seller. 
 

 

 

 

Provision II prohibits Bountiful from distorting or otherwise misrepresenting what 

consumers think of its products or services by creating relationships between different products 

sold online or by procuring, suppressing, boosting, organizing, selectively publishing, up-voting, 

down-voting, or editing consumer reviews or ratings of its products or services. 

Provision III requires Bountiful to pay the Commission $600,000 within 8 days of the 

effective date of the order. Provision IV sets out additional requirements related to the monetary 

relief. 

Provisions V through VIII of the proposed order are reporting and compliance provisions. 

Provision V requires acknowledgement of the order and dissemination of the order now and in 

the future to persons with responsibilities relating to the subject matter of the order. Provision 

VI ensures notification to the FTC of changes in corporate status and mandates that the company 

submit an initial compliance report to the FTC. Provision VII requires the company to create 

and retain certain documents relating to its compliance with the order. Provision VIII mandates 

that the company make available to the FTC information or subsequent compliance reports, as 

requested. 

Provision IX states that the proposed order will remain in effect for 20 years, with certain 

exceptions. 

The purpose of this analysis is to facilitate public comment on the proposed order. It is 

not intended to constitute an official interpretation of the complaint or proposed order, or to 

modify in any way the proposed order’s terms.