Studies by Trustpilot and investigations by WTHR reveal a significant issue—millions of five-star online reviews are fake. This Amazon fake review problem is causing concern among businesses and consumers, as these fake reviews manipulate trust and impact sales.
Steven Pope, an Amazon expert managing over 200 brands, discussed the issue and shared insights on spotting fake reviews and their implications.
Why Amazon Fake Reviews Matter
According to Pope in an interview with Talk Radio WVLK broadcasting in Lexington, reviews significantly influence sales on Amazon. A single positive review can double a product’s conversion rate, and with 25 reviews, this can double again.
However, sellers often face a dilemma: they need sales to gain reviews, but reviews drive sales. This dynamic leads some to resort to unethical practices.
Amazon Takes Legal Action
Amazon filed lawsuits against two companies, AppSally and RebateTest, for allegedly offering up to $25 per fake review. These black hat tactics deceive customers and harm honest sellers.
As Pope mentioned, Amazon is cracking down on incentivized reviews and illegal practices, especially through its Fulfillment by Amazon (FBA) facilities.
How to Spot Fake Reviews on Amazon
Pope shared key indicators for identifying fake reviews:
- A product with many one-star reviews alongside mostly four or five-star reviews may indicate manipulation. Genuine listings usually have lower one-star percentages.
- If reviews discuss unrelated products, it’s a red flag. Sellers sometimes merge old products with new ones to inherit existing reviews.
Verified Purchase Reviews Aren’t Always Reliable
While verified purchase reviews once held more credibility, they aren’t foolproof anymore. Verified reviews only require proof of purchase at 60% or more of the retail price, leaving room for manipulation through incentives or other tactics.
Fake Negative Reviews: A Growing Threat
Fake reviews don’t just boost ratings—they can also destroy reputations. Pope explained that some sellers target competitors with false one-star reviews. Just 20-30 fake negative reviews can reduce a product’s rating, disqualifying it from promotions and harming its search ranking.
What Consumers Can Do
Pope recommends reporting suspicious reviews directly to Amazon. While immediate action isn’t guaranteed, consistent reporting can lead to investigations.
He advises consumers to remain vigilant, use common sense when evaluating reviews, and take advantage of Amazon’s return policies if a product doesn’t meet their expectations.
Staying Informed Amid Amazon’s Fake Review Problem
Fake reviews remain a significant challenge on Amazon. By staying vigilant and understanding the tactics at play, consumers can make more informed choices.
Amazon’s efforts to crack down on unethical practices are ongoing, but it’s up to everyone to stay alert.
Need help protecting your brand on Amazon? Contact our Amazon agency for expert guidance and strategies to keep your business thriving.
