'Our investigation shows the lengths that unscrupulous sellers will go to constantly pull the wool over the eyes of shoppers,' said Natalie Hitchins, of consumer watchdog Which?
Amazon sellers are trying to increase positive reviews on products by offering buyers bribes of cash or gift vouchers in exchange for boosting reviews, an investigation has found.
In another instance, Which? found a customer who complained in a review that a product did not work as advertised had been offered a £25 Amazon gift card in exchange for removing the criticism. "It is unacceptable that consumers continue to be misled into buying poor quality or even unsafe products by the current system of reviews and rankings," Hitchins continued, noting the culprits could face legal trouble."Online platforms must do more to tackle fake reviews, going above and beyond the current approach."
Amazon said in a statement that manipulating customers reviews is against policy, noting that it uses a mixture of human investigators and automated technology in order to hunt down fake reviews.
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