Law suits: In 2015-2016, Amazon sued both its own sellers sellers and more than 1,000 individuals for having solicited or provided fake reviews.Quality customer reviews are integral to Amazon’s business model – it is therefore no surprise that Amazon is defending review integrity fiercely: What Amazon is doing to combat fake reviews Source: ReviewMeta – 7 million review sample. Īmazon reviews increasingly incentivized … and makes reviews a lot more favorable Today, however, review integrity still remains an issue – according to (a site the analyzes suspicious reviews on Amazon) 40% of reviews are unreliable*. In October 2016, Amazon banned these reviews. ReviewMeta found that this policy significantly boosted the weight of incentivized reviews to make out the majority of ratings – and tended to be a lot more favorable. Up until October 2016, Amazon allowed sellers to provide discounts to customer in exchange for customer reviews.
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Pathways to a Just Digital Future Watch this tech inequality series featuring scholars, practitioners, & activists Other fake reviews are more innocent of nature (I in particular like the banana slicer review below). Amazon later found these to be fake and removed them. Just a few hours after Hillary Clinton’s book “What Happened” had been released, the book quickly received 1,660 reviews which were either 1 or 5-star ratings. Amazon has even seen politically motivated review-manipulation. Sellers have high incentives to manipulate their reviews, either to boost ratings of their own product or to drag down competitor ratings. So, 5-star products are all good – right? Not necessarily! Finally, Amazon itself captures value by providing an easy way for customers to evaluate purchases on its platform and by boosting traffic to well-performing sellers (which helps minimize customer complaints).
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Sellers benefit from a free marketing boost if obtaining many positive reviews and also get direct feedback from customers on how they perceive the product. Customers can rely on reviews to research a product before buying, filter purchase options with minimum rating levels. The reviews create value for both sides in the marketplace. Amazon has been incredibly successful in leveraging crowds – in the form of its own customers – to review products sold through.
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