Amazon is struggling to tamp down on fraudulent product ratings, BuzzFeed News reported, as sellers continue to find ways to plant incentivized reviews that help boost sales.
Because the e-commerce platform is so competitive, sellers will reportedly deploy a small army of people to write positive reviews for a product, then reimburse and compensate the reviewers in exchange for their time. One expert, who runs a site dedicated to analyzing Amazon listings, told BuzzFeed News that around 9 percent of the site's 250 million reviews, or around 5.3 million reviews, are "unnatural," and may be the product of disingenuous sellers looking to capitalize on a loophole.
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