* Lawsuit challenges claims such as 'dolphin safe,'

'sustainable,' 'wild caught'

* Amazon ( AMZN ) allegedly misled consumers into buying or

overpaying for tuna, salmon

By Jonathan Stempel

July 31 (Reuters) - Amazon.com ( AMZN ) was sued on Friday

by consumers who accused the retailer of misrepresenting the

environmental benefits of seafood sold on its platform, a

practice known as greenwashing.

In a proposed class action in Seattle federal court,

consumers said labels containing phrases such as "dolphin safe,"

"responsibly sourced," "sustainable," "wild caught" and "MSC

Certified Sustainable Seafood" misled them into believing

Amazon's ( AMZN ) seafood sourcing causes minimal harm to oceans and the

environment.

The consumers called such representations unsubstantiated or

materially false because most fishing vessels are not publicly

tracked, and some vessels obscure their whereabouts by disabling

electronic devices known as transponders. They also said at

least one-fifth of imported wild-caught seafood is not

responsibly or sustainably sourced.

"Amazon ( AMZN ) nevertheless markets the greenwashed seafood

products using broad sustainability messaging without providing

disclosures necessary to prevent consumer deception," the

complaint said.

The Seattle-based company is the second-largest U.S. grocer

with more than $150 billion of gross sales in 2025, Chief

Executive Andy Jassy said on an April 29 conference call with

analysts.

Amazon ( AMZN ) and lawyers who represent it in other consumer class

actions did not immediately respond to requests for comment.

The company faces frequent lawsuits over products sold on its

platform, including by outside sellers.

BUMBLE BEE, CHICKEN OF THE SEA, STARKIST

The lawsuit targets dozens of tuna, salmon and other seafood

products under brands including Bumble Bee, Chicken of the

Sea, StarKist and Amazon's ( AMZN ) own 365 by Whole Foods Market.

Plaintiffs led by Madeleine Rogow of Los Angeles and Adam

Sorkin of Chicago said they would not have bought or would have

paid less for their seafood had Amazon ( AMZN ) disclosed its "true

sustainable nature."

The lawsuit seeks compensatory damages, punitive damages and

restitution for people in the United States for Amazon's ( AMZN ) alleged

violations of Washington consumer protection laws.

The respective parents of Bumble Bee, Chicken of the Sea and

StarKist - Taiwan's FCF, Thai Union Group and South

Korea's Dongwon Industries - are not defendants in

Friday's lawsuit.