Fake Review Brokers Spark Concern At Amazon

 

October 24, 2024

SEATTLE – Fake reviews continue to spark concern, with Amazon officials lamenting “the rise of fake review brokers” undermining the trust of customers. “Amazon understands the pivotal role these reviews play in helping consumers make informed purchasing decisions, and is dedicated to preserving the trustworthiness of reviews,” wrote Amazon officials in a recent press release. “These bad actors operate fraudulent businesses to facilitate the publishing of fake reviews for financial gain in an attempt to mislead customers and give an unfair advantage to those willing to engage in illegal activities.”

Amazon takes a zero-tolerance approach to fake reviews and suspends, bans, or takes legal action against those who violate its policies. The first step is detection and prevention of fake reviews. According to officials, advanced technology helps Amazon monitor and enforce its policies to ensure only authentic reviews are published. In fact, in 2023, Amazon proactively blocked more than 250 million suspected fake reviews from its stores worldwide.

Amazon also pursues people who attempt to profit off of fake reviews. The company filed its first lawsuit against fake review brokers in 2015, and continues to pursue fraudsters through legal means. In 2023, Amazon pursued legal action against more than 150 bad actors attempting to engage in review abuse across the U.S., China, and Europe. In July 2024, Amazon filed its first ever joint lawsuit against review brokers with the Better Business Bureau (BBB).

“At Amazon, we understand that businesses of all sizes rely on product reviews to attract customers and grow their brand,” said Claire O’Donnell, Amazon’s director of Selling Partner Trust & Store Integrity. “In addition to our proactive controls, legal action ensures that we hold these bad actors accountable, stop their illicit schemes at the source, and prevent them from harming customers in Amazon’s store and beyond.”