Amazon Suing Sources of Fake Reviews
Last Update: Jul 20, 2022
Amazon is suing the administrators of over 10,000 Facebook groups that coordinated fake reviews of products on the platform. Fake reviews appeared on products on the Amazon platform in the US, UK, Germany, France, Italy, Spain and Japan.
Amazon introduced product reviews in 1995 with the goal of helping shoppers make better shopping decisions. It is therefore critical to their long-term success that shoppers can trust the insights of other shoppers when purchasing products.
The FTC won’t tolerate fake reviews either. In 2019 the weight-loss supplement retailer Cure Encapsulations was fined $12.8 million for paying for faked reviews on Amazon. Just this year, the FTC fined Fashion Nova $4.2 million for blocking bad reviews from its site.
I spoke at a conference that included over a hundred Amazon retailers; their discussions of review manipulations were chilling.
One merchant was the victim of a competitor who wiped out all his positive reviews overnight moving the victim from the first to the twentieth page of results, basically destroying their business. Eventually Amazon corrected the situation, but it took two years!
Though that was definitely the worst story, sadly it was not the only one. I was left with a deep disgust and distrust of the Amazon platform, a platform which was so easy to manipulate that one merchant could hack in to destroy another. It made me wonder what unprotected gaps existed on the affiliate side. I’ve never been a fan of Amazon (they treat both their affiliates and their merchants so badly!), and this latest revelation of fake reviews gives me just one more reason to make this plea…
WORK WITH ANYONE BUT AMAZON!
Do you trust Amazon?