Amazon has removed 20,000 fake 5-star reviews from its UK site in the past few days. After an investigation by the Financial Times, the American group identified 7 fake opinion writers active on its platform.
A survey by our colleagues at the Financial Times attacks fake reviews that profiled on Amazon. In an article published on September 4, the British media pointed to 7 editors who had published an impressive total of 20,000 reviews on the ecommerce site.
Either way, these are complimentary 5-star reviews for products from little-known Chinese brands.
Chinese sellers earn Amazon Choice badge with fake reviews
Investigating social media, including Facebook groups, the Financial Times found that these Chinese-based companies pay internet users to post positive reviews. In return, these writers receive money or items for free. In most cases, the goods obtained are resold on online sales platforms such as Ebay. Justin Fryer, the most active writer identified by the media, has won more than 20,000 euros since June.
To deceive Internet users, the writers of false opinions are multiplying the sleight of hand. Rather than highlighting rave reviews or feedback, they point to a "girlfriend" or "family member" who particularly liked the product. Ultimately, it becomes very difficult to identify the fake comments among the others.
Thanks to these thousands of fake reviews, some poor quality products have earned the "Amazon Choice" badge, a label supposed to attest to the flawless quality of the items offered for sale.
Hours after the investigation was released, Amazon UK promptly removed the pinned 20,000 fake reviews. "We want Amazon customers to shop with confidence knowing that the reviews they read are genuine and relevant," an Amazon spokesperson told the Financial Times. To spot fake reviews, Amazon claims to rely on artificial intelligence.
Once the fraudsters have been spotted, Jef Bezos’s firm does not hesitate to initiate legal proceedings.