The probe, carried out by U.K. consumer advocacy group Which?, analyzed hundreds of tech products on Amazon and found that potentially false reviews were helping unknown brands dominate searches for popular items.
Amazon is flooded with thousands of fake five-star reviews, an investigation published Tuesday has claimed.
Hundreds of unverified five-star reviews were being posted on product pages in a single day, the investigation found. Many product pages also included positive reviews for completely different items. In just a couple of hours, Which? uncovered more than 10,000 reviews from unverified purchasers on just 24 items. The organization described this as"an easy-to-find red flag that highlights the scale of Amazon's problem with fake reviews."
"I'm shocked we've been seeing this so much on Amazon – seems so obvious and easy to prevent," a spokesperson said.An Amazon spokesperson said in a statement that the company invested"significant resources" to protect the integrity of reviews on its platform.
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