Fake Reviews, Not Just Fake News
August 22, 2018
When shopping online, one cannot closely examine a product for oneself, so it is tempting to rely on reviews attached to its description. NPR reports, “Some Amazon Reviews Are Too Good to Be Believed. They’re Paid For.” It is a problem that we’ve been aware of for some time, and reporter Ryan Kailath observes that networks have arisen around paid reviews, doing business through social media. There are even what one might call best practices. We learn:
As Amazon and its algorithms get better at hunting them down, paid reviewers employ their own evasive maneuvers. Travis, the teenage paid reviewer, explained his process. He’s a member of several online channels where Amazon sellers congregate, hawking Ethernet cables, flashlights, protein powder, fanny packs — any number of small items for which they want favorable reviews. If something catches Travis’ attention, he approaches the seller and they negotiate terms. Once he buys the product and leaves a five-star review, the seller will refund his purchase, often adding a few dollars ‘commission’ for his trouble. He says he earns around $200 a month this way. The sellers provide detailed instructions, to avoid being detected by Amazon’s algorithms, Travis says. For example, he says, ‘Order here at the Amazon link. Don’t clip any coupons or promo codes. [Wait 4 to 5 days] after receiving [the item].’ This last instruction is especially important, Travis adds. ‘If you review too soon after receiving it’ll look pretty suspicious.’”
Outside auditors estimate more than half the reviews for certain products are not to be trusted, though Amazon disputes that conclusion. Citing Mozilla Fellow on media, misinformation, and trust Renée DiResta, Kailath notes that investing in these reviews has been paying off for many companies. Many of these firms are Chinese, we’re told, operating through the Chinese site Alibaba. They seek to penetrate US markets by leveraging Amazon’s powerful reach. Ultimately, DiResta warns, the problem could hurt Amazon’s reputation, but the company can only do so much. Meanwhile, she suggests customers turn to third-party review sites, like CNET or Wirecutter, for example. Are these sites objective? Perhaps.
Cynthia Murrell, August 22, 2018
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