Amazon. com has got rid of 20,000 product comments after a Financial Times FT investigation advised that one of the site’s top U. K. reviewers may have profited from leaving useful scores, reports Business Insider. The paper’s evaluation showed nine of Amazon’s top 10 U.
K. reviewers dished out five star comments to products from little known Chinese brands. The FT found an analogous items in Facebook groups and forums that provide free merchandise or money in exchange for scores. Amazon deleted around 20,000 comments from seven of these users just hours after the paper’s report on Friday. Amazon also got rid of hundreds of rankings analyzed in a study into paid for comments by the University of Southern California and the University of California, Los Angeles.
Total Retail’s Take: Amazon has found itself in hot water again over fraudulent buyer reviews posted to its site. Tackling online fraud and abuse can be extraordinarily difficult for e commerce sellers, especially at the size and scale of Amazon. The store’s third party marketplace is expansive and tough to display screen, most desirable to a crackdown on online counterfeit goods by the federal executive in advance this year. Amazon’s fake reviews challenge has continued for years, and although the e commerce giant claims to have intelligent programs in place to avoid such reviews abuse, consumers may remain skeptical. Ensuring buyer comments are authentic may be top of mind for marketers, as fake comments erode purchaser trust and can cause clientele to prevent buying from the emblem. With customer sentiment on the road, Amazon must proceed to work against gaining control of its user review process and ensure that posted purchaser comments can be relied on when buyers are making acquire decisions.