//Consumers were largely unaware of the problem of false comments on Amazon
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Consumers were largely unaware of the problem of false comments on Amazon

 

 

Several sources have concluded that Amazon had a growing problem of . Yet, the majority of consumers seem to ignore it, according to new consumer survey data of CPC Strategy (owned by Elite SEM).

The majority of critics trust Amazon. A survey of 2,001 Americans who made at least one Amazon purchase in the past six months found that while price was the "most important factor" in their decision-making, were also an important factor. (Nearly 90% of consumers read reviews before making a decision to buy local businesses.)

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Source: Strategy of CPC 2019, n = 2,001 US adults

Asked about the reliability of reviews published on Amazon, 75% of respondents indicated that they were "totally" or "somewhat" trusting them. Just under 21% said they trust only the opinions of verified buyers and 4% of them said they did not trust Amazon's advice "at all".

The group that said they trust only the opinions of verified buyers lost 10 points after the 2018 survey, it was 30%.

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Source: CCP Strategy for 2019, n = 2,001 American adults

The problem of false comments has not faded. Multiple Analyzes Conducted by Third Parties ( Washington Post ReviewMeta Fakespot ) have concluded that certain product categories on Amazon are heavily polluted by corrupted notices (fake or paid). ). More recently, Fakespot stated that in product categories such as electronics and beauty, most analyzes were illegitimate in one way or another.

The electronics and computers were by far the dominant buying category. According to Fakespot, respondents to the CPC Strategy Survey, followed by Beauty and Health, both categories with the highest percentages of journal fraud.

Why bother? Amazon and the FTC periodically attacked false comments and those who sold or solicited them. However, these efforts have been ad hoc and not continuous. Amazon and Google, which also have their own problem of false assessments assume no responsibility for false assessments on their platforms and therefore limit the incentives for systematic repression.

Given the importance of critics, he unscrupulous sellers will continue to be incited to try to deceive the system, which harms honest merchants. Amazon may also be reluctant to take a much stronger or more public stance against false criticism as it could draw attention to the problem and make consumers more cautious about the site. It will therefore probably be up to the FTC to address the problem of isolated and incomplete law enforcement efforts.

About the Author

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Greg Sterling is a collaborative editor at Search Engine Land. He researches and writes on the links between digital commerce and offline commerce. He is also Vice President of Strategy and Knowledge for the Local Search Association. Follow him on Twitter or find him on Google+ .