Amazon reviews may look legit, but dig a little deeper, and you'll find a system that's not playing fair. An investigative report by International Business Times has revealed that vendors under the coveted "Sold by Amazon" banner are not above orchestrating elaborate review scams, a practice that not only misleads buyers but also erodes confidence in the platform.
In online discussions, seasoned reviewers have been vocal about the murky tactics in play.
"Fake reviews not only waste people's time and money, but also pollute the marketplace and divert business away from honest competitors," said Lina Khan, former head of the FTC, who introduced a rule to bolster the fight against fake reviews and misleading endorsements.
Several reviewers are now issuing a cautionary note that underscores a broader problem: the allure of quick rewards has seduced many into risky schemes that ultimately weaken consumer trust.
Under the Surface: Tactics and Schemes
Amazon's scam problem isn't confined to digital solicitations. Many experiences involve sellers sending physical letters demanding five-star reviews in exchange for £20 via PayPal.
Other reviewers have shared similar stories of dodging traps designed to inflate ratings artificially. One anonymous veteran reviewer who reached out to IBT explained their method: "I don't even consider overly enthusiastic five-star reviews. One seller emailed me, asking to buy another product and then leave a five-star review—with a refund promised after 30 days. It was a red flag."
Their approach of gravitating toward four-star reviews reflects a growing skepticism among consumers who recognize the hallmarks of inauthentic praise—verbose, overly detailed feedback, often paired with excessive photos.
Even as some attempt to game the system, many shoppers are arming themselves with tools.
"I use apps like FakeSpot or MetaReview to filter out the fakes," says Lisa Reynolds, 32, a frequent Amazon shopper from New York City. Such tools, while not foolproof, offer a layer of protection in a market where review manipulation runs rampant.
Amazon's review system is rife with manipulation, with vendors under the "Sold by Amazon" banner engaging in elaborate scams to inflate ratings. Some sellers offer direct payments or refunds in exchange for five-star reviews, even reaching out through physical mail to solicit positive feedback. Shoppers wary of fake reviews often avoid overly enthusiastic five-star ratings, recognizing patterns of exaggerated praise and excessive photos as red flags. To combat this, many rely on tools like FakeSpot or MetaReview to filter out inauthentic feedback.
Despite the potential financial incentives for those participating in these schemes—sometimes earning up to $150 per day—the risks, upfront investments, and ethical concerns make it a high-stakes gamble that erodes consumer trust.
International Business Times reached out to Amazon Vice President of Technology and Product Development, Scott Knapp, but did not receive an immediate comment.
Consumer Fallout and the Quest for Genuine Feedback
The consequences of fake reviews extend beyond monetary gains. Another Reddit user recounted their painful experience with a highly rated pool test strip product. "The strips had a 4.8-star rating, but after a couple of months I found they were completely off. I ended up spending hundreds on chemicals and even had to drain 20,000 gallons of water to fix my pool," they lamented.
Despite these challenges, Amazon's stance on review manipulation remains uncompromising on paper. The company has filed over 150 lawsuits in recent years against scammers operating in the U.S., China, and Europe, and has preemptively blocked millions of fake reviews from its storefronts. Yet critics point to glaring inconsistencies, particularly in the beauty market.
Overinflated ratings on products like lash serums and anti-aging creams have raised questions about whether vendors benefiting from "Amazon Sold" status are being held to the same standards as third-party sellers.
At its core, trust in e-commerce depends on genuine customer feedback. While Amazon has taken steps to clean up its review system, the voices of everyday consumers reveal a deeper, more complex issue—one exacerbated by the rise of generative AI, which can churn out counterfeit reviews at an alarming rate.
For now, buyers must navigate this murky terrain with caution, scrutinizing reviews and relying on independent tools until Amazon's enforcement measures catch up with the sophisticated schemes at play. In an era where every star counts, the push for stronger oversight and genuine transparency has never been more urgent.
