New research warns consumers may be duped by fakes.
Amazon is losing the battle against fake reviews due to a recent flood of “suspiciously perfect” comments which could influence consumer purchases, researchers claim.
In one Amazon search for headphones last month, researchers found seven out of 10 products in the results included suspicious reviews claiming to be from customers. One set from a brand called Celebrat had 439 five-star reviews. All were unverified and posted on the same day. According to the study, some brands “barely seemed to exist” upon investigation. It was often difficult to link sellers to real business addresses. The group said the pattern of fake reviews being used to boost unknown brands also impacted cameras, fitness trackers and wireless security systems. The source of the seemingly fake reviews was not immediately clear.
“If you are buying a high-value item, the onus is on you to research it as much as possible,” Saoud Khalifah, the CEO of Fakespot, told Newsweek. Natalie Hitchins, the Head of Home Products and Services at Which?, said: “Our research suggests that Amazon is losing the battle against fake reviews—with shoppers bombarded by dubious comments aimed at artificially boosting products from unknown brands.
A statement said: “We have clear participation guidelines for both reviewers and selling partners and we suspend, ban, and take legal action on those who violate our policies.
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