Amazon.com Inc. is fixing controls on “incentivized reviews," in which clients get free or marked down merchandise in return for composing item scrutinizes that numerous customer’s use when making online buys.
Amazon already permitted such surveys to help new items get footing on its commercial center, the length of the individual written work the audit uncovered the rebate. New items without any deals or surveys can generally get covered in indexed lists, making it troublesome for traders to present new, lesser-known things to Amazon customers.
The e-trade monster now will permit such audits just through a project it screens, called Amazon Vine, which was presented in 2007. The Seattle-based organization chooses the clients leading the audits on special items, so there is no immediate connection to the merchants or desire of a positive survey. Books will be excluded from the new strategy.
"Amazon – not the vendor or seller – identifies and invites trusted and helpful reviewers on Amazon to post opinions about new and pre-release products; we do not incentivise positive star ratings, attempt to influence the content of reviews, or even require a review to be written; and we limit the total number of Vine reviews that we display for each product," Chee Chew, Amazon's vice president of customer experience, wrote in a blog post about the change.
It is the latest step Amazon has taken to protect the credibility of customer reviews that it sees as a key source of shopper trust in its website. Amazon last year filed lawsuits against more than 1,000 unidentified people offering to write fake product reviews in exchange for payment as well as sites that sold fake reviews. Those lawsuits have helped Amazon identify hundreds of people posting fake reviews so they can be banned from writing reviews.