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Inside The Ecosystem That Fuels Amazon’s Fake Review Problem

via Buzzfeed

One morning in late January, Jake picked up the box on his desk, tore through the packing tape, unearthed the iPhone case inside, snapped a picture, and uploaded it to an Amazon review he’d been writing. The review included a sentence about the case’s sleek design and cool, clear volume buttons. He finished off the blurb with a glowing title (“The perfect case!!”) and rated the product a perfect five stars. Click. Submitted.

Jake never tried the case. He doesn’t even have an iPhone.

Jake then copied the link to his review and pasted it into an invite-only Slack channel for paid Amazon reviewers. A day later, he received a notification from PayPal, alerting him to a new credit in his account: a $10 refund for the phone case he’ll never use, along with $3 for his trouble — potentially more, if he can resell the iPhone case.

Jake is not his real name. He — along with the four other reviewers who spoke to BuzzFeed News for this story — wanted to remain anonymous for fear Amazon would ban their accounts. They are part of an extensive, invisible workforce fueling a review-fraud economy that persists in every corner of the largest marketplace on the internet. Drawn in by easy money and free stuff, they’ve seeded Amazon with fake five-star reviews of LED lights, dog bowls, clothing, and even health items like prenatal vitamins — all meant to convince you that this product is thebest and bolster the sales of profiteers hoping to grab a piece of the Amazon Gold Rush. Meanwhile, sellers trying to play by the rules are struggling to stay afloat amid a sea of fraudulent reviews, and buyers are unwittingly purchasing inferior or downright faulty products. And Amazon is all but powerless to stop it.

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