Fraudsters are "hijacking" Amazon product reviews

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 27, 2019, 4:36 PM UTC

Most consumers remain unaware of the extent of the problem.

This piece says that a majority of reviews generated on Amazon for specific products like “electronics” are fake. A study by Consumer Reports found that fraudsters are indulging in “review hijacking,” the practise of associating positive reviews from one product to another unrelated product.

The Consumer Reports study said review hijacking could be used to deceive potential buyers.  The process can often be accomplished using Amazon’s own backend seller tools. Enough fake, positive reviews can also help fraudsters get Amazon’s coveted Choice badge, which drive sales.

The study found that a significant percentage of review hijacking originates in China or with Chinese sellers. While Amazon has said that it is taking review fraud seriously, it is not clear how the e-commerce giant plans on tackling the issue.

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