Amazon uses AI (Artificial Intelligence) system and a team of investigators to block and remove inauthentic reviews 24 X 7 and it also works with social media sites to stop inauthentic reviews at their source itself. Moreover, Amazon pursues legal action to stop these kinds of offenders and try to constantly improve these systems, as per the Amazon Spokesperson. But still, fake reviews on this e-commerce platform for influencing Amazon and Google rankings as well as the consumers are on the rise.
The Fakespot (https://www.fakespot.com/) which is a website that uses artificial intelligence to help consumers determine the reliability of online reviews revealed that fraudulent reviews on Amazon have increased from 16.34% to 34% in the time span of one year in all product categories. However, there are some things which you can do to try and distinguish the fake reviews from the authentic reviews, according to the COO and co-founder of Fakespot, here are top five tips to help spot fake reviews.
1. Know where the problem is the worst
Electronics gadgets are some of the most popular things which are sold on Amazon and among those there are some particular categories where Gross sees the highest percentages of fake reviews, for instance Bluetooth headsets, cell phones, accessories and electronics. When there are any sale event or prime day event announced to happen then many sellers in these categories aggressively create fake reviews to be get prominently be displayed in the search results for the keywords like “Prime Day Deals” etc. That means, if someone looks at a Prime Day deal then the sellers that use fake reviews will pop up in the product search results page aggressively.
2. Look at the Star-Rating Distribution
If a product has reviews in an “unnatural” distribution of five-star ratings then there are chances that the reviews are unauthentic. If a product from a brand that you’ve never heard of has several hundred reviews and all those reviews are five-star then you should definitely question their authenticity. Even when that particular product has a large no. of five-star reviews and only one or two have one-star reviews still you should question it. In that case, you must read the one-star reviews, as they are more likely to be real ones. In fact customers should look for products that have a variety of ratings that means the product which have a mixed rating of three or two-star reviews, because may be that particular company is good, but some products or customer experience were not up to the mark. You can still choose that company.
3. Look at the Language of the Review
This is one of the most certain ways to catch a fake review. You should check the language of a review. If the reviews are very short and without much details (for example: “good product,” or “great company”) then there is a good chance that it could be fake, and this has been shown in the Fakespot’s data over the last year. You must also look out for multiple reviews that have similar language as some sellers create fake reviews using different ids.
4. Sort the reviews by most recently posted
Amazon and other e-commerce sites show up the consumer reviews that they seem to be the most relevant, not the most recent ones. So, usually the first reviews a consumer sees is the years old review. So, it is always advised that consumers should sort the reviews by “most recent”, so that they can get a better idea where the company or product stands today.
5. Don’t count on ‘Verified Purchase’ tags
Amazon’s “Verified Purchase” tags are although intended to help customers for identifying, which reviews are legitimate? But the tag has been taken over by fake reviewers. “Verified purchase tags can easily achieved by fake reviewers and sellers who use them. The sellers ask the reviewer to buy the product and to give them a five-star review. Once the five-star review is left, the review will be labeled as verified purchase. So, consumers shouldn’t rely on the verified purchase tag only for authenticity.
However, Amazon said that the platforms like Fakespot can’t concretely determine the authenticity of a review because they obviously don’t have access to Amazon’s propriety data. In addition, Amazon also called such companies “inaccurate and biased” towards distrust of Amazon and other stores. Amazon said further that we don’t deny that there are bad actors in fact we are aware of bad actors who attempt to abuse our systems and we are continuously investing significant resources to protect the integrity of our reviews. And even if the reviews are fake, that doesn’t mean that a product is bad. However, if a consumer wants to buy from a seller or company, they should do their own research before buying the product. If you need any service regarding Amazon i.e. Amazon Advertising Services or Amazon SEO Services, connect with Jeewangarg.com, as we are the leading Digital Marketing Agency in Delhi.
An author of Namaste UI, published several articles focused on blogging, business, web design & development, e-commerce, finance, health, lifestyle, marketing, social media, SEO, travel.
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