Amazon has committed to tackling fake and misleading reviews on its platform, following an investigation by the UK’s Competition and Markets Authority (CMA).
Fake reviews can be a real problem for customers and can take many forms. As well as pledging to sanction fake reviews that have been paid for or incentivised, Amazon will also make efforts to prevent catalogue abuse. This is when sellers use reviews from a highly rated product on a listing for a separate item to boost its rating – such as reviews for a wallet on a listing for a pair of shoes.
Amazon has committed to improving processes to quickly detect and remove fake reviews and catalogue abuse. Once the offending sellers (and reviewers) have been identified, they could be banned from the platform.
The online shopping giant also pledges to improve the reporting function, allowing customers and other sellers to report fake reviews to the platform.
The CMA plans to monitor Amazon’s compliance throughout the next year.
How does this affect Amazon sellers?
Customer reviews are important for sellers. Data from BrightLocal’s Local Consumer Review Survey reveals that 42 per cent of consumers trust customer reviews as much as personal recommendations from friends and family.
The good news is that if you don’t use fraudulent or misleading reviews on your Amazon listings, these changes won’t affect you. Only sellers found guilty of using fake reviews should worry about these changes.
However, Amazon may look into your activity on the platform if you suddenly experience a suspicious change in activity – such as a drastic increase in review numbers or ratings.
Read more: How to get Google reviews for your business: 7 practical tips
Sellers should look out for ‘strengthened laws around fake reviews’
Sarah Cardell, Chief Executive of the CMA, says: “So many people use Amazon, from buying a new bike lock to finding the best coffee machine – and what’s clear is that star ratings and reviews have a huge impact on their choices. That’s why these new commitments matter and help set the standard. They mean people can make decisions with greater confidence – knowing that those who seek to pull the wool over their eyes will be swiftly dealt with.
“The undertakings from Amazon and Google, alongside our recently published advice to review platforms, paint a clear picture of what the law requires from businesses. Following this, we’re now launching the next phase of our work.
“This will scrutinise whether review platforms, businesses who list products on them, and reviewers themselves, are complying with the strengthened laws around fake reviews – and whether further action will be needed to see real change for shoppers.”
More guides for Amazon sellers
- How to start an online shop – the ultimate guide to selling online
- The DMCC Bill: how will it impact your business?
- A quick guide to selling on Amazon in the UK
- What is Amazon affiliate marketing? A beginner’s guide
- GPSR – how does it affect your small business?
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