How Amazon Fake Reviews are still causing problems for customers
  • Craig Gedey

How Amazon Fake Reviews are still causing problems for customers

Thompson and Holt managing partner Craig Gedey believes Amazon can still do more to prevent fake reviews on the site after a report uncovered a company in Germany selling them for £13 a time.


Amazon Fake Reviews

An investigation by the Daily Mail newspaper in England found that AMZTigers in Germany was carrying out the practise and telling clients they have 60,000 “product testers” across Europe.


Amazon Fake Buyer Reviews from £8.50


Should a company not like the reviews they provide then they can be changed, and bulk buying can bring the cost of purchasing these reviews down significantly - 500 reviews costs £4,250, or £8.50 each.


The client pays AMZTigers for the cost of the item they want reviewing, and a fee for every fake review. The testers must buy the products themselves to ensure the reviews are classified as 'Amazon Verified Purchases’, and they receive a refund and a small fee. The investigation also found that four-star reviews are increasingly popular, to avoid the suspicion that constant five-star reviews can attract.


An AMZTigers employee admitted to the Daily Mail that they had faced legal action from Amazon and had deleted some reviews, but the practise continues.


Thompson and Holt’s Gedey said: “Although Amazon claims that they are tackling this problem, buying and selling fake reviews on their website is becoming a growing market across the world.


“A renowned survey of 2,000 people by Which? concluded that 97 percent of shoppers rely on customer reviews when making a purchase - so this practise is affecting a lot of people

“It also undermines credible Amazon Sellers that have worked hard, and honestly, to build up their online reputation, only to potentially be blown away by competitors buying fake reviews from these specialist companies.


“It’s vital that consumers aren’t being misled and Amazon can further tighten its process to stop this practise in future.”


There has been a growing market for fake reviews in China, with some experts estimating that there could be thousands of companies now using the practise.


Amazons response to China fake reviews


Amazon has claimed that it has spent £300million over the last year to protects against various forms of fraud and the abuse of the site’s terms and conditions.


An Amazon spokesman said: “Our objective is to catch and remove abusive reviews before a customer ever sees it and in the last month over 99 percent of the reviews read by customers were authentic.


“To do this, we use a combination of automated technology and teams of trained human investigators who analyse multiple data points such as reviewer, seller, and/or product history to determine authenticity.”


But Thompson and Holt’s Gedey added: “A number of investigations and reports have emerged this year, suggesting that buying and selling fake reviews is actually becoming a thriving marketplace of its own.


“That’s a situation that needs to change quickly because it is damaging other Amazon Sellers, it’s damaging customers’ experiences on the site and ultimately that means it’s damaging Amazon itself as well.”


Amazon Account Suspended - Review Manipulation


Amazon Seller can have their account suspended if they have been found to purchase or manipulate Seller or Product reviews. Amazon will remove the reviews but Sellers can still have their account reinstated if they change their practices.


If you have found yourself suspended while selling on Amazon, contact Thompson and Holt for a free LiveChat to get your Amazon Seller business back online as quickly as possible.

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