FTC fines supplement maker $600,000 for 'review hijacking' Amazon listings
For the first time, the US Federal Trade Commission has fined an organization for “review hijacking.”, the agency accused The Bountiful Company, maker of the Nature’s Bounty brand of vitamins, of deceiving consumers. Between 2020 and 2021, Bountiful abused a feature of Amazon to make it seem like some of its newer supplements had higher product reviews and ratings than they did in reality.
If you have ever bought something on Amazon, you’ve almost certainly interacted with the feature Bountiful attempted to game. Some listings include a set of icons that highlight different “variations” of that same product. For example, if you visit the page for Sony’s popular WH-1000XM5, the feature will highlight that the headphones are available in three different colors. By design, Amazon designed this feature to be narrow.
That’s not what The Bountiful Company did. According to the FTC, Bountiful used the feature to give newer products a boost from older, more well-established ones with different formulations. In one internal email the agency obtained, Bountiful lamented that “people did not love” one of its new vitamins but noted sales “spiked the second we variated the pages and they continue to grow.
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