Amazon is facing heightened legal scrutiny following a major class-action lawsuit filed in the U.S. District Court for the Western District of Washington. The suit, brought by litigation firm Hagens Berman, accuses the retail giant of misleading consumers through “greenwashed” marketing across prominent seafood brands – including 365 by Whole Foods Market, Bumble Bee, Chicken of the Sea, and StarKist.
The complaint alleges that Amazon falsely markets products using labels such as “responsibly sourced,” “traceable,” and “MSC Certified Sustainable Seafood,” encouraging eco-conscious shoppers to pay a premium. Plaintiffs argue that these environmental claims violate the Federal Trade Commission’s (FTC) Green Guides and contradict Amazon’s own internal policies regarding truthful, substantiated marketing. Furthermore, the suit challenges the credibility of third-party certifications, such as the Marine Stewardship Council (MSC) “Blue Tick,” and points to risks surrounding Illegal, Unreported, and Unregulated (IUU) fishing practices in the global supply chain.
This lawsuit reflects a growing nationwide trend of regulatory and consumer pushback against unverified environmental claims. Major retailers like Target, as well as several seafood processors and brands, have faced similar deceptive marketing complaints in recent years.
As consumer protection class actions around seafood marketing increase, CFSI continues to emphasize the vital importance of transparency, rigorous supply chain integrity, and clear labeling. California’s seafood industry remains committed to genuine sustainability practices and adhering to strict state and federal compliance standards. We will keep members updated as this litigation progresses.