Amazon bans reviews influenced by vendors on its website
Amazon is making good on its promise to ban “incentivized” reviews from its website, according to a new analysis of over 32,000 products and around 65 million reviews.
The ban was meant to address the growing problem of less trustworthy reviews that had been plaguing the retailer’s site, leading to products with higher ratings than they would otherwise deserve.
Incentivized reviews are those where the vendor offers free or discounted products to reviewers, in exchange for recipients writing their “honest opinion” of the item in an Amazon review.
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However, data has shown that these reviewers tend to write more positive reviews overall, with products earning an average of 4.74 stars out of five, compared with an average rating of 4.36 for non-incentivized reviews.
Over time, these reviews proliferated on Amazon, and damaged consumers’ trust in the review system as a whole. And that can impact consumers’ purchase decisions.
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