Have you ever purchased something on Amazon believing it had glowing 5-star reviews, only to receive a sub-standard product? Or perhaps you noticed that the reviews didn’t even relate to the item you were buying?

Thanks to new commitments made by Amazon to the Competition and Markets Authority (CMA), these kinds of misleading experiences may soon become a thing of the past.

Cracking Down on Fake Reviews and Catalogue Manipulation

Under the new Digital Markets, Competition and Consumers Act (DMCCA), fake reviews are now explicitly banned. But there’s another issue that’s gaining attention: ‘catalogue abuse’.

Catalogue abuse occurs when a seller takes genuine reviews from one product and attaches them to a completely different listing. For instance, a listing for headphones might display reviews that were originally posted for a mobile phone charger.

Why Reviews Matter So Much

Product reviews are incredibly influential—it’s estimated that they affect the purchasing decisions of around 90% of consumers.

Although fake reviews have been a longstanding issue, the CMA began a formal investigation into Amazon’s practices back in 2021, focusing on potential breaches of consumer law. The introduction of the DMCCA has since made fake reviews illegal and significantly bolstered the CMA’s powers to deal with them.

Amazon’s Pledge to Improve Review Integrity

Amazon has now undertaken to introduce stronger systems for detecting and removing both fake reviews and catalogue abuse. The company will also take action against sellers and reviewers who participate in these tactics, which may include suspensions or bans. In addition, consumers will find it easier to report suspicious reviews or misuse of listings.

Wider Industry Impact

It’s important to note that fake reviews aren’t just a problem for Amazon. The CMA has issued guidance for all businesses to ensure compliance with consumer protection laws when using or hosting customer reviews. It is also beginning an initial assessment of major review platforms to determine whether they are adequately meeting legal requirements.

See: https://www.gov.uk/government/news/amazon-gives-undertakings-to-cma-to-curb-fake-reviews