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Amazon Open Secret-The New York Times

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This week, Amazon acknowledged the reality: it has a problem with fake reviews.

The problem is that Amazon Pointed blame Almost everyone involved in unreliable ratings, and the company itself is almost not enough. Amazon criticized Facebook, but was unaware that the two companies shared a fundamental issue that could undermine people’s trust in the service.

Learning from the masses is a promise of a digital era that hasn’t panned out. It’s great to evaluate the feedback of others before buying a product, booking a hotel, or seeing a doctor.But it’s very common and profitable for businesses and services Pay the price Or not Manipulate evaluation It’s hard to trust what we see on all kinds of websites.

The continuation of fake reviews raises two major questions for Amazon. How much attention are you really paying to stopping feedback from fake customers? And if Amazon reassessed its essence as (almost) something, shoppers would be better-go to an online bazaar?

Amazon rule Prohibits companies from offering money or other incentives to people for review. Amazon states that it catches most fake evaluations and works to stay ahead of rule violators.Still, the global industry for review scams Actively operated on Amazon And everyone knows it.

Amazon seems to have been proposed by the Federal Trade Commission, According to Vox’s Recode Take any action to crack down on publishing and manipulated evaluations by journalists.

After the Wall Street Journal columnist I have written This week, vendors are buying a RAVPower charger that comes with a postcard that offers a $ 35 gift card in exchange for a review. Said It was banned by Amazon on Thursday. (The statement is in Chinese and I read it in Google Translate.) It followed the ban To some other big sellers It seemed to have been buying reviews for years.

If government lawyers and newspaper columnists find sellers openly manipulating reviews, how difficult is it for a company to find them?

Maybe you think this is exactly how the world works: Warning Emper. Reading product ratings on Amazon or doctor ratings on Zocdoc can help, but I take it with a grain of salt.

But unfortunately, many people have been hurt by fake reviews and it’s not always easy for us to find them.The Washington Post recently wrote about a deceived family Acquired Google Ratings for Alcoholism Treatment Center..I I have written Last year, a study found that Amazon was catching a lot of bought reviews, but only a few months later, after showing signs that shoppers felt misunderstood about buying a product. ..

I hope Amazon will be more responsible for this issue. In a statement this week, the company accused social media companies and regulators of inadequate enforcement in fake reviews. Amazon has points. Rogue online evaluation is a big business with many enablers. Facebook and WeChat app in China Not enough about Forums where companies coordinate review operations..

But Amazon didn’t say much about what it could change. For example, a University of California researcher I spoke to last fall discovered a product in which acquired reviews were much more common among Chinese vendors, with many vendors selling nearly the same product. .. Maybe that means Amazon needs more scrutiny of China-based sellers? Or is it helpful to limit the number of sellers listing the same bathroom caddy?

Powerful reviews also help sellers stand out when searching for products on Amazon. This creates enormous financial incentives for fraud. Does Amazon need to rethink how it describes the evaluation of search results? The company didn’t say.

Best of all, it’s a shame that Amazon doesn’t admit that fake reviews are the result of choosing quantity over quality.

People can buy almost anything on Amazon and from almost any seller.That’s great for shoppers, but it’s Comes with trade off.It’s hard for Amazon to eradicate because it’s all stores and it tries to operate with as little human intervention as possible. Fake or dangerous product And the reviews bought.


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Amazon Open Secret-The New York Times

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