The Amazon marketplace has long been a battleground for competition, but one growing problem has been causing headaches for Amazon, sellers, and customers alike—fake Amazon reviews. Whether they’re artificially inflating product ratings or being used to sabotage competitors, fake reviews have become a serious issue that distorts trust in the platform.
Amazon has been taking steps to fight this problem, using AI-driven detection, policy enforcement, and legal action against review fraud. However, despite these efforts, fake reviews still slip through the cracks, affecting legitimate sellers and misleading customers into buying subpar products.
As an Amazon seller, you can’t afford to ignore this issue. Fake reviews can harm your brand’s reputation, skew search rankings, and ultimately hurt your sales.
To protect your business, you need to understand how to identify fake reviews, why they exist, and what steps you can take to fight back. In this guide, we’ll break down everything you need to know about fake Amazon reviews and how to handle them effectively.
Table of Contents
What Are Fake Amazon Reviews?
Fake Amazon reviews are deceptive reviews that manipulate product ratings to misinform customers and gain an unfair advantage in the marketplace. These reviews typically fall into two categories:
Fake Positive Reviews
Sellers (or third parties acting on their behalf) pay for or incentivize fake reviews to artificially boost their product rankings, making mediocre products appear more reliable than they actually are.
Fake Negative Reviews
Competitors or malicious actors leave fraudulent negative reviews on legitimate product listings to hurt their rankings, damage their reputation, and drive customers away.
These deceptive practices are often carried out by black hat actors who exploit Amazon’s review system to influence sales and rankings. Some use review brokers who offer paid services to flood listings with fake reviews, while others orchestrate review manipulation through online groups and marketplaces.
Common Reasons Why Fake Amazon Reviews Exist
There are many reasons why some sellers resort to fake reviews as a way to get ahead in the Amazon marketplace. Below are some of the most common reasons why fake reviews exist:
- Breaking into the market can be difficult, so sellers resort to fake positive reviews to make their products appear more popular.
- Sellers in competitive niches like electronics, supplements, and beauty products want to gain an edge.
- Black hat sellers may use fake negative reviews to lower a competitor’s rating, damaging their reputation and reducing their sales.
- There are service providers that offer fake reviews in bulk to make a profit.
- Since Amazon ranks products based on sales and customer feedback, fraudulent sellers want to manipulate this system.
- Some sellers engage in listing hijacking, where they take over an existing (often inactive) product listing to gain fake reviews.
- While Amazon does crack down on fake reviews, the enforcement process isn’t always immediate, leading some sellers to take the chance.
The Impact of Fake Amazon Reviews
Regardless of the reason behind them, fake reviews have no place in the Amazon marketplace. This unethical practice violates Amazon’s policies and creates an unfair advantage for those who engage in it.
More importantly, fake reviews mislead both sellers and customers, damaging trust and reducing the credibility of the entire platform.
How Fake Reviews Impact Amazon Sellers
- Honest sellers struggle against competitors using fake positive reviews to boost their rankings.
- Fake negative reviews can harm a brand’s credibility, leading to lost sales and trust.
- Shoppers who lose trust in reviews may hesitate to buy, reducing sales across all sellers.
- Sellers using fake reviews risk penalties or account suspension on Amazon.
How Fake Reviews Impact Amazon Shoppers
- Customers may buy subpar products based on inflated ratings, leading to frustration and wasted money.
- Fake negative reviews push down quality products, making them harder to find on the search results.
- When shoppers encounter too many unreliable reviews, they may stop trusting Amazon as a source for quality products.
How Amazon Is Handling Fake Reviews
Due to the widespread impact of fake reviews, Amazon has been taking action to combat this issue. The company has implemented strict policies, advanced detection tools, and legal measures against those engaging in review abuse.
While the fight against fake reviews is ongoing, Amazon continues to refine its strategies to protect sellers and shoppers. According to Amazon, they are doing the following to lessen fake reviews on their platform:
- Strict Policies Against Fake Reviews
Amazon enforces a zero-tolerance policy on fake reviews. Any seller found engaging in review manipulation risks suspension, account bans, and legal consequences. - Banning Incentivized Reviews
In 2016, Amazon officially prohibited incentivized reviews, where sellers offered free products, discounts, or compensation in exchange for positive ratings. - Lawsuits Against Fake Review Brokers
Since 2015, Amazon has taken legal action against individuals and companies selling fake reviews. In 2023, Amazon pursued over 150 bad actors worldwide and partnered with Google to file lawsuits against a major fake review website. - Automated Detection Systems
Amazon uses machine learning to detect and block fraudulent reviews before they are published. In 2023 alone, the company prevented more than 250 million fake reviews from appearing on its platform. - The Coalition for Trusted Reviews
To strengthen efforts across industries, Amazon helped establish this coalition in 2023. It collaborates with other companies to create more transparent and reliable review systems. - Programs to Ensure Review Authenticity
- Vine Program – Allows verified Amazon reviewers to provide honest feedback on new products.
- Verified Purchase Reviews – Highlights reviews from customers who actually bought the product.
- One-Tap Ratings – Simplifies customer feedback, encouraging more genuine reviews.
- Collaboration with Government and Consumer Organizations
Amazon has partnered with regulatory bodies, such as the Federal Trade Commission, to crack down on review fraud. In 2024, the company filed a joint lawsuit with the Better Business Bureau against a fraudulent review service.
Amazon Sellers vs. Fake Amazon Reviews
Even though Amazon has taken proactive measures to remove fake views, it has not been able to eliminate the issue entirely. As a result, sellers must take necessary steps to safeguard their businesses from the impact of fraudulent reviews.
How to Spot Fake Reviews on Amazon
Before taking action against fake reviews, sellers need to recognize the signs of review manipulation. Recognizing these patterns early can help sellers protect their brand and reputation.
- Unusual Rating Patterns
If a product has a mix of mostly five-star reviews and a sudden surge of one-star reviews, it could indicate manipulation. Authentic listings usually have a more balanced rating distribution. - Unrelated Review Content
Reviews mentioning different products and features that don’t exist, or irrelevant details may signal that a listing was merged with another to transfer old reviews. - Suspicious Reviewer Profiles
Check the profiles of negative reviewers. If they have a history of leaving only one-star reviews or if all their reviews follow a similar pattern, they may be engaging in review bombing. - Generic or Overly Enthusiastic Language
Fake positive reviews often contain vague, exaggerated praise without specific product details. Phrases like “best product ever” or “life-changing” with no real substance can be a red flag. - Sudden Spikes in Reviews
A rapid increase in negative reviews within a short period, especially on a well-performing listing, could indicate an organized attack. - Lack of Verified Purchases
Reviews without the “Verified Purchase” tag are more likely to be fake. While not all unverified reviews are fraudulent, a pattern of them should raise concern.
8 Tips for Sellers to Effectively Fight Fake Reviews on Amazon
Fighting fake reviews on Amazon can be a challenging task, especially if you’re unsure how to address them effectively. To help you handle this, here are some practical tips to help you take action and protect your reputation on the platform:
1. Know Amazon’s Review Guidelines
Familiarize yourself with Amazon’s Product Review Policy. Reviews that violate these guidelines such as those that are inappropriate, biased, or not genuine can be reported for removal.
You can report reviews by clicking the “Report Abuse” link next to the review or using Seller Central’s Help page.
2. Monitor Reviews Regularly
Keep an eye on your product reviews as they come in. If you spot any suspicious or fake reviews early, act immediately.
While you can’t publicly respond to reviews on Amazon, you can ensure your product listings are clear, accurate, and up-to-date. This helps mitigate any misleading claims.
3. Investigate Suspicious Reviewers
If you notice reviews that appear to be from fake accounts, take a closer look at the reviewer’s profile. A red flag is if the reviewer has a high number of one-star reviews or only negative feedback.
These could be signs that someone is using a fake account to harm your business.
4. Use Seller Central to Report Fake Reviews
In cases of suspicious reviews, you can file a case with Amazon’s Seller Central. Include detailed information such as:
- Order IDs or specific review links.
- Links to the buyer’s profile.
- A brief, factual account of the situation.
5. Send Cease and Desist Notices
If you suspect that a competitor or malicious seller is behind the fake reviews, you can consider sending a cease and desist notice. While this may be more challenging with international sellers, especially in cases where you can’t contact them directly, it’s worth attempting if you believe someone is intentionally targeting your listings.
6. Use Account Health Tools
Amazon’s Account Health tools, specifically the “Voice of the Customer” section, can be helpful in identifying potential issues with your Amazon product listings. If multiple negative reviews are related to a specific product or ASIN, you can use this data to investigate further.
7. Enroll in Amazon's Brand Registry
Enroll your products in the Amazon Brand Registry. While it doesn’t stop fake reviews directly, Brand Registry gives you more control over your listings and helps prevent unauthorized changes that could attract listing hijackers.
8. Stay Professional and Avoid Retaliation
While it’s tempting to fight fire with fire, offering incentives or compensation to remove negative reviews is against Amazon’s policy and can lead to penalties. Always stick to the facts and follow the proper channels when dealing with fake reviews.
Protect Your Amazon Business from Fake Amazon Reviews
Dealing with fake reviews on Amazon is a huge challenge, but taking proactive steps can help you safeguard your brand. By identifying suspicious review patterns, staying vigilant, and using Amazon’s reporting tools, you can minimize the impact of fraudulent reviews on your listings.
It’s essential to follow best practices and avoid retaliating against malicious actors. By consistently monitoring your reviews and adhering to Amazon’s policies, you protect your reputation and ensure that your business remains competitive in a fair and transparent marketplace.
Are you struggling with fake reviews affecting your Amazon business? Reach out to our full-service Amazon agency to get expert guidance and the tools you need to protect your brand!
