The tech giant is developing new tools to help track down the brokers buying and selling reviews.
Amazon says it is using the latest in artificial intelligence to crack down on fake reviews and identify comments that aren't genuine.
Fake reviews can sway customers to make purchasing decisions, for example over which laptop or children's toy to buy, based on what they believe is genuine feedback from other shoppers, when in reality someone has been paid to write a glowing review to boost a seller's ratings, or to undermine a rival firm.
The company said its fraud-detecting AI was able to look at a range of factors to calculate the likelihood that a review is fake. That can include the author's relationship with other online accounts, their sign-in activity, review history, and any unusual behaviour. "Amazon has been trying all sorts of technology to crack down on fake reviews and by all accounts that's having some success.Fake reviews made consumers more than twice as likely to choose poor-quality products, the consumer group said.
The Digital Markets, Competition and Consumers Bill that is currently going through the UK parliament is expected to strengthen the legal powers available to the regulator, the Competition and Markets Authority in this area.
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