"That's why we take reviews abuse seriously and aim to prevent fake reviews from ever appearing in our store. "We want Amazon customers to shop with confidence knowing that the reviews they read are authentic and relevant," the Amazon spokesperson said. A company spokesperson said 99% of Amazon's actions on incentivized reviews take place proactively, that is, before problems are reported to the company. Amazon also says it puts resources into removing fake reviews and the accounts that post them, adding that it blocked 200 million suspected fake reviews before they were posted in 2020. In May of last year, it removed listings for electronics sold by Aukey and Mpow amid reports the companies had engaged in incentivized reviews. The schemes are remarkably common, and Amazon has kicked successful companies off its marketplace for breaking the rules. Amazon banned the practice in 2016, so reviewers stopped including that information. The practice was once tacitly allowed, and reviewers would often note that they got a product for free. The e-commerce giant calls these write-ups "incentivized reviews" because they come from real shoppers who are paid for their positive opinion. It starts with Amazon shoppers who accept refunds or gift cards in exchange for positive reviews. However, it struggles to rein in coordinated efforts outside of its website that are organized to flood product listings with good reviews in quid pro quo schemes.įor shoppers comparing 15 versions of a wireless phone charger or dashcam, the overload of stars and comments - real and fake - can be overwhelming. The e-commerce giant is well aware and has acknowledged that fake reviews are a problem. Some brands might even solicit those recommendations, even if doing so violates Amazon's terms of service. Anxious to stand out in the crowded pack, many brands actively covet five-star reviews. If you're looking for a bargain on Prime Day, it might be worth remembering that not everything is what it seems on Amazon's sprawling online marketplace.
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