Amazon cracks down on fake reviewers with legal action

Online retail giant Amazon filed papers on Friday against more than 1,000 people in the United States who allegedly posted “false, misleading and inauthentic” online reviews of its products.

The initial action is targetting individuals who used online labour marketplace Fiverr.com to offer fake reviews in exchange for payment. These individuals are typically paid to post positive reviews on products in order to boost their popularity, or to post negative reviews on competing products.

Amazon says it has already conducted its own investigation into fraudulent review services and is working with Fiverr to resolve the issue from a technical perspective.

However, the company also believes there is a need for a stronger deterrent to would-be fraudsters.

The 1,114 defendants in its latest action at King County Superior Court are all listed as “John Doe”, as the company is not aware of their real identities.

The legal action states: “Amazon is bringing this action to protect its customers from this misconduct, by stopping defendants and uprooting the ecosystem in which they participate.”

It adds: “While small in number, these reviews can significantly undermine the trust that consumers and the vast majority of sellers and manufacturers place in Amazon, which in turn tarnishes Amazon’s brand.”

Ashley Hurst, a specialist in Internet disputes at Olswang told The Telegraph that the legal action was an “unprecedented” move which could herald similar action in the UK.

Mr Hurst said: “The Competition and Markets Authority has recently looked into the sale of fake online reviews and we may well see regulators and internet platforms take further action in the UK over the next few years.”