(reblogged from MarketingLand.com)
One of Amazon’s most appealing features is the unbiased reviews provided to members. Unfortunately, it turns out that some sellers have taken it upon themselves to feed fake reviews to their customers-to-be. This wouldn’t be a prudent idea. Amazon is (and has been) suing those sellers that are buying positive reviews.
Amazon has previously sued to stop websites that sell fake Amazon reviews, along with individuals offering to write fake reviews. This latest batch of lawsuits is against the companies that buy fake reviews for their products.
A story from TechCrunch this week reports that three new lawsuits were brought against sellers where the fake reviews made up 30 percent to 45 percent of the overall reviews. According to TechCrunch, the defendants are Michael Abbara of California, Kurt Bauer of Pennsylvania and a Chinese company called CCBetter Direct.
We reached out to Amazon for comment and received the following in regard to these cases:
While we cannot comment on active litigation, we can share that since the beginning of 2015, we have sued over 1,000 defendants who offered to post fake reviews for payment. We are constantly monitoring and will take action against abusive sellers by suspending and closing their accounts and by taking further legal action. Our goal is to eliminate the incentives for sellers to engage in review abuse and shut down this ecosystem around fraudulent reviews in exchange for compensation. Lawsuits are only one piece of the puzzle. We are working hard on technologies that allow us to detect and take enforcement action against perpetrators while also preventing fake reviews from ever surfacing. As always, it is important for customers to know that these remain a very small fraction of the reviews on Amazon and we introduced a review ranking system so that the most recent, helpful reviews appear first. The vast majority of reviews on Amazon are authentic, helping millions of customers make informed buying decisions every day.
The rules in this type of a case are fairly straightforward. Amazon has sellers agree to the following:
You may not intentionally manipulate your products’ rankings, including by offering an excessive number of free or discounted products, in exchange for a review. Review solicitations that ask for only positive reviews or that offer compensation are prohibited.
Furthermore, when sellers choose to break selling policies, they may find themselves without much recourse. The seller policies make it clear that any disputes or claims will be resolved by binding arbitration and won’t go to court and that each party waives their right to a trial.
So sellers take heed, if you want a good review, make sure your product/service earns it. To make sure that you are adhering to Amazon’s rules, read the full Participation Agreement in its entirety.