Amazon Leverages AI to Combat Fake Reviews with Increased Vigor
In its ongoing battle against the pervasive issue of fake reviews and the troubling presence of review "brokers," Amazon has announced its adoption of cutting-edge artificial intelligence (AI) technology. The e-commerce giant has invested in machine learning models capable of analyzing an extensive array of data points, enabling the identification of fraudulent behavior.
The presence of fake review brokers has posed a significant challenge for Amazon's shopping platform. These brokers exploit third-party platforms, including social media and encrypted messaging services, to facilitate the buying, selling, and hosting of counterfeit reviews. The impact of fake reviews on consumer decision-making cannot be underestimated. Shoppers often rely on what they believe to be genuine feedback from other customers when selecting products such as laptops or children's toys. However, these reviews are frequently paid for to bolster a seller's ratings or undermine competitors, making them deceptive.
Detecting fake reviews is not always a straightforward task, although certain indicators can be telling, such as generic information or an unusually high proportion of five-star ratings. In 2022 alone, Amazon reported the existence of over 23,000 social media groups, comprising more than 46 million members and followers, that were responsible for promoting fake reviews.
While Amazon has been employing AI in the fight against fake reviews for several years, the company acknowledges the need for continued investment in more advanced tools to enhance customer and seller protection. The company's fraud-detecting AI leverages a range of factors to determine the likelihood of a review being fake. This includes analyzing the author's relationship with other online accounts, sign-in activity, review history, and any irregular behavior.
Dharmesh Mehta, the head of Amazon's customer trust team, emphasized the role of machine learning and AI in curbing fake reviews, stating, "Through a combination of both important vetting and really advanced machine learning and artificial intelligence - that's looking at different signals or behaviors - we can stop those fake reviews before a customer ever encounters it."
Despite these efforts, consumer group Which? believes that Amazon's actions are far from sufficient. Estimates suggest that approximately one in seven online consumer reviews in the UK are fake, making it clear that more comprehensive measures are necessary to tackle this pervasive problem. Fake reviews can significantly mislead consumers, leading them to choose low-quality products unknowingly.
Amazon, having developed new methods to address the issue, claims to have blocked over 200 million suspected fake reviews in the past year. The company intends to continue refining its sophisticated tools to protect its customers. However, it also calls for increased collaboration among the private sector, consumer groups, and governments to ensure a more effective strategy.
The Digital Markets, Competition and Consumers Bill, currently under consideration in the UK parliament, aims to strengthen the powers of the Competition and Markets Authority (CMA) in dealing with this issue. While Amazon supports a collaborative approach, Which? advocates for even stronger legislation, urging criminal enforcement against the buying, selling, and hosting of fake reviews.
Legal Action
Amazon's determination to combat fake reviews extends to legal action against offenders. The company has taken legal measures against 94 "bad actors," including fraudsters based in the US, China, and Europe. Recent legal action in the UK targeted operators of NiceRebate.com, a fake review broker focused on British customers. Similar action has been taken against other websites run by these operators in the US.
Mr. Mehta stressed Amazon's commitment to the fight against review brokers, stating, "We are aggressively fighting review brokers." Meanwhile, the CMA continues its investigations into fake and misleading reviews and those involved in their trade, with further updates expected later this year.
