Business ProfileforAmuze, Inc.

In June, 2018, BBB challenged Amuze, Inc.'s advertising. On their website, the business states, "All merchandise on Amuze is 100% guaranteed authentic." On August 17, 2018, the business provided a response informing:

"We purchased the product with paper work, and to the best of our knowledge, the product is authentic. There is an online authenticator that sometimes said these goods are authentic, and sometimes they said it wasn't. Once we got the complaints of authenticity, we stopped selling the product immediately, even though we still believe that the product was authentic. We did refund the customers who were concerned about the authenticity, however, we still do stand behind the authenticity of the product. We did stop purchasing from that specific vendor, but for the sole reason of a select group of customers who for some reason believe the goods were not authentic. We made a decision to only purchase goods that we know 100% came direct from the company, and no third party vendors since this happened."

On May 20, 2019, BBB contacted the business regarding two claims that appear on its website.

On their website, the business continues to state "100% guaranteed authentic merchandise."

According to the BBB Code of Advertising (20. Warranties and Guarantees), "when using the term 'warranty' or 'guarantee' in product advertising, the advertiser must clearly and conspicuously include a statement that the complete details of the warranty can be seen prior to sale at the advertiser's location, viewed on the advertiser's website or, in the case of mail or telephone order sales, made available free on written request."

BBB contacted the business and requested that the business provide details about the process for verifying the authenticity of the merchandise and detail and terms and conditions related to the 100% authentic guarantee.

Additionally, the business states on its website, "We have a team of expert authenticators that work rigorously to ensure all AMUZE merchandise is genuine and authentic. From inspecting brand markings to serial tags, we do the legwork so you don't have to." According to the BBB Code of Advertising (1. Basic Principles of the Code), "the primary responsibility for truthful and non-deceptive advertising rests with the advertiser. Advertisers should be prepared to substantiate any objective claims or offers made before publication or broadcast. Upon request, they should present such substantiation promptly to the advertising medium or BBB."

BBB recommended that the business provide substantiation for a standard authentication process as described on the website, or remove the claim from the website.

As of March 25, 2021, the business continues to claim that it guarantees 100% authenticity and that it has a "multi-level inspection process" to ensure authenticity. The business has not provided a response to the advertising review.