Amazon is facing a class action lawsuit alleging that its seafood sustainability labels mislead consumers regarding the environmental impact of the products sold on its platform.
Amazon is currently embroiled in a proposed class action lawsuit that accuses the retail giant of misleading consumers through its marketing of seafood products with questionable sustainability claims. The lawsuit was filed on Friday in federal court in Seattle.
The complaint alleges that Amazon has used labels such as “dolphin safe,” “responsibly sourced,” “sustainable,” “wild caught,” and “MSC Certified Sustainable Seafood” in a manner that leads consumers to believe these products have minimal or no harmful effects on oceans and marine ecosystems.
According to the plaintiffs, these claims are either unsupported or materially misleading. They argue that the majority of commercial fishing vessels are not publicly trackable, and some vessels intentionally disable transponders that reveal their locations, making it challenging to verify the sourcing of seafood. The plaintiffs also reference estimates suggesting that at least one-fifth of imported wild-caught seafood is not harvested through responsible or sustainable practices.
“Amazon nevertheless markets the greenwashed seafood products using broad sustainability messaging without providing disclosures necessary to prevent consumer deception,” the complaint states.
The lawsuit targets a variety of seafood products, including tuna and salmon sold under well-known brands such as Bumble Bee, Chicken of the Sea, StarKist, and Amazon’s own 365 by Whole Foods Market label.
The plaintiffs, led by Madeleine Rogow from Los Angeles and Adam Sorkin from Chicago, assert that they either would not have purchased the seafood or would have paid a lower price had Amazon accurately represented its sustainability practices.
They are seeking compensatory damages, punitive damages, and restitution on behalf of consumers across the United States, claiming violations of Washington state’s consumer protection laws.
Amazon, which is headquartered in Seattle, has rapidly become the second-largest grocery retailer in the United States, generating over $150 billion in gross sales in 2025, as reported by Chief Executive Andy Jassy during the company’s earnings call on April 29. The company has also faced a series of lawsuits concerning products sold through its marketplace, including those offered by third-party sellers.
Notably, the lawsuit does not name the parent companies of Bumble Bee, Chicken of the Sea, or StarKist as defendants. These companies are Taiwan-based FCF, Thailand’s Thai Union Group, and South Korea’s Dongwon Industries, respectively.
As the case unfolds, it raises significant questions about the transparency of sustainability claims in the seafood industry and the responsibilities of major retailers like Amazon in ensuring that consumers are not misled.
According to The American Bazaar, the outcome of this lawsuit could have far-reaching implications for how sustainability is marketed in the retail sector.