December 5, 2023


Amazon, the tech giant known for its vast online shopping platform, is deploying advanced artificial intelligence (AI) technology to tackle the persistent issue of fake reviews. Fake review “brokers” have been a major concern for the company, manipulating customer perceptions by offering fraudulent feedback. In response, Amazon has invested in machine learning models that analyze extensive data sets to identify inauthentic comments. While this initiative represents progress, consumer advocates argue that more needs to be done to address the widespread problem of fake reviews. This blog post explores Amazon’s AI-driven approach, the challenges it faces, and the calls for greater collaboration and legislative action.

The Prevalence and Impact of Fake Reviews:

Fake review brokers exploit third-party platforms, such as social media and encrypted messaging services, to facilitate the buying and selling of fake reviews. These deceptive practices mislead customers into making purchasing decisions based on fabricated feedback. Unscrupulous sellers employ paid reviewers to write positive reviews to boost their ratings or undermine competitors. Detecting fake reviews can be challenging, although certain indicators, such as generic information or an unusually high number of five-star ratings, may raise suspicion. UK consumer group Which? estimates that around one in seven online consumer reviews in the UK are fake. These false reviews mislead consumers and increase the likelihood of them purchasing low-quality products.

Amazon’s AI-Powered Approach:

Amazon has been utilizing AI technology to combat fake reviews for several years, continuously investing in more sophisticated tools to enhance customer and seller protection. The company’s fraud-detecting AI employs machine learning algorithms to analyze various factors, including the author’s online account relationships, sign-in activity, review history, and unusual behavior. By leveraging these data points, Amazon’s AI can calculate the likelihood of a review being fake. Dharmesh Mehta, head of Amazon’s customer trust team, highlights the combination of meticulous vetting and advanced machine learning as instrumental in identifying and preventing fake reviews before customers encounter them.

Progress and Challenges:

Amazon claims that its efforts to combat fake reviews have yielded results, with over 200 million suspected fake reviews blocked in the past year. However, consumer advocacy groups like Which? argue that these measures are still insufficient to address the magnitude of the problem. Fake reviews continue to mislead consumers, emphasizing the need for more robust and collaborative solutions. Amazon calls for increased cooperation between the private sector, consumer groups, and governments to devise more effective strategies. The Digital Markets, Competition and Consumers Bill currently under consideration in the UK parliament aims to strengthen regulatory powers, enabling the Competition and Markets Authority (CMA) to tackle the issue of fake reviews more decisively.

The Call for Collaborative Action:

While Amazon’s plea for a collaborative approach has been welcomed, organizations like Which? urge authorities to go further by explicitly criminalizing the buying, selling, and hosting of fake reviews. These consumer advocates point out that fake review “factories” on platforms like Facebook, which trade reviews for Amazon and other sites, remain prevalent. The CMA, which has already taken significant action against fake and misleading reviews, has ongoing investigations into Amazon and plans to provide updates later in the year. Recent legal action by Amazon against operators of fake review services demonstrates the company’s commitment to fighting these fraudulent practices.


Amazon’s use of AI technology to tackle fake reviews marks an important step in protecting customers and preserving the integrity of online shopping experiences. However, critics argue that the measures taken thus far are inadequate. The prevalence of fake reviews necessitates stronger collaboration between stakeholders, including the private sector, consumer groups, and governments. Legislation, such as the Digital Markets, Competition and Consumers Bill in the UK, is expected to provide additional regulatory powers to combat this issue. As the battle against fake reviews continues, it is essential for online platforms to remain vigilant and employ comprehensive strategies to ensure trust, transparency, and authenticity for consumers.

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