Any successful Amazon seller will tell you that positive reviews are worth their weight in gold. However, consumers are becoming increasingly aware of the increase in fraudulent online reviews.
According to a 2024 survey by CouponBird, 79% of consumers say that fake reviews are a buying concern of theirs. Amazon reviews are no exception, and can severely damage your business. In this article we’ll share 5 dangers of buying fake Amazon reviews in detail, to dissuade any sellers that may be tempted.
1. The ethical dilemma
First and foremost, purchasing reviews is dishonest. It misleads consumers into thinking a product is better than it actually is, leading to dissatisfaction and distrust. Building a brand should be based on the quality of your products and genuine customer feedback.
Engaging in deceitful practices can tarnish your brand’s reputation permanently and the people spending on falsely advertised products won’t return as customers, meaning you could lose out on a huge share of that spending power. After all, it can cost four to five times more to get a new customer than to retain an existing one, according to Forbes.
2. Legal repercussions
Amazon has stringent policies against fake reviews and has ramped up efforts to combat this fraudulent activity.
Mid 2024, Amazon, along with the Better Business Bureau (BBB), filed lawsuits against an illegitimate business called ReviewServiceUSA.com. This move underscores the serious consequences businesses face if they are found participating in such schemes. The cost of defending against a lawsuit significantly outweighs any short-term gains from fake reviews.
3. Financial penalties
The cost of fake reviews is quantifiable, and enormous. According to the World Economic Forum, fake online reviews influence $791 billion of eCommerce spending annually in the US, $6.4 billion in Japan, $5 billion in the UK, $2.3 billion in Canada and $900 million in Australia.
In response to the huge cost that falls on consumers when they’re duped by fake reviews, the FTC has proposed a fine on sellers of up to $50,000 per fake review. As well as that, Amazon can suspend or permanently ban your seller account if you engage in fake reviews, cutting off your revenue stream and access to millions of potential customers.
4. Loss of consumer trust
Trust is the cornerstone of any successful business. Once consumers discover that reviews are fake, their trust in your brand erodes. 54% of buyers won’t purchase a product if they think the consumer feedback is fake.
Fake reviews can also lead to negative word-of-mouth, poor sales, and a tarnished reputation that is hard to recover from. Genuine customer reviews, even if they include constructive criticism, are far more valuable as they build credibility and trust.
5. Negative impact on search rankings
Nowadays, Amazon leverages AI to detect fake reviews automatically, making it even harder for sellers to get away with false information. In 2022 alone, Amazon observed and proactively blocked more than 200M suspected fake reviews
Products with suspicious review activity can also be demoted in search rankings or removed from the platform altogether. This decreases visibility and hampers your ability to reach potential customers, ultimately affecting your bottom line even further.
Alternatives to fake reviews
Instead of resorting to unethical practices, focus on legitimate strategies to garner positive reviews:
Deliver exceptional quality products
2023 research by the University of Kashmir shows that product quality has the highest impact on customer satisfaction, beating out durability, features and aesthetics. Related to this, a Trustpilot survey showed that one of the top three reasons customers leave reviews is to reward a company for good performance.
By ensuring your products are high-quality, you can proactively defend yourself against negative reviews, and affect one of the most influential aspects that leads to positive reviews.
Provide outstanding customer service
Provide excellent customer service to address any issues promptly and effectively. Satisfied customers often share their positive experiences. If agents go above and beyond to rectify any less-than-satisfactory experiences customers had with items, this can leave them with a very positive impression.
Wetsuit Outlet is one example of a business leveraging an eCommerce support platform like eDesk and seeing the direct impact on reviews. After adopting the solution, their Truspilot score soared to 5-stars. You can read their full story here.
To take your customer support to new heights, start a 14-day free trial of eDesk today:
Automate your feedback
A solution like FeebackExpress can remove the need to send individual emails to each person who purchases from you. This platform uses simple targeting rules to ensure that only your happiest customers are sent review requests so your reputation is the best it can be.
Conclusion
Buying fake Amazon reviews is not only unethical but also fraught with significant risks including legal action, financial penalties, and loss of consumer trust.
Amazon’s latest crackdown on fake review brokers highlights the serious repercussions of such practices. By focusing on quality products and genuine customer service, you can build a trustworthy brand that thrives on authentic feedback.
