Amazon is deploying advanced artificial intelligence (AI) to combat the issue of fake reviews and to identify inauthentic comments on its platform. The company has faced challenges posed by fake review "brokers," who manipulate its shopping site with fraudulent reviews. To counter this, Amazon has invested in machine learning models that analyze a multitude of data points to detect deceptive behavior.

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Despite these efforts, the UK consumer group Which? believes that Amazon's actions are insufficient. Fake review brokers utilize third-party platforms, such as social media and encrypted messaging services, to buy, sell, and host fake reviews, which can influence consumers' purchasing decisions. In 2022, Amazon reported over 23,000 social media groups, with 46 million members and followers, that facilitated fake reviews. The company is continually investing in more sophisticated tools to enhance customer and seller protection.

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While Amazon's efforts have shown some success, according to Harry Kind from Which?, around one in seven online consumer reviews in the UK is estimated to be fake. Fake reviews can mislead customers into choosing poor-quality products. Amazon claims to have blocked over 200 million suspected fake reviews in the past year and is advocating for increased cooperation between the private sector, consumer groups, and governments to address this issue.

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