Amazon is intensifying its efforts to tackle paid product reviews, particularly targeting social media influencers on platforms like Instagram, TikTok, and YouTube. The company has begun reaching out to individuals who have posted product testimonials, asking for details about their interactions with sellers. These inquiries are part of Amazon’s broader campaign to curb deceptive practices that could give merchants an unfair competitive edge.
This move aligns with recent actions by the U.S. government, particularly the Federal Trade Commission’s (FTC) new rule prohibiting businesses from paying for consumer reviews. In August, the FTC gained the authority to impose civil penalties on companies that violate this rule, following warnings issued to over 700 firms, including Amazon, Facebook, and Google.
Amazon’s questionnaire to influencers includes questions about their work with sellers and the nature of the content shared on social media platforms. While the company’s fraud-detection systems are designed to detect suspicious review activity, it’s unclear how Amazon selects individuals for this inquiry or how it plans to use the responses.
The rise of paid reviews has been a growing concern, especially as millions of influencers now promote products for compensation without always disclosing brand affiliations. Paid reviews are particularly tempting during high-stakes shopping periods, such as the holiday season, when they can boost product visibility quickly.
Despite its efforts to prevent paid reviews, Amazon faces a continuous battle, with fraudulent review farms cropping up in response to legal actions. Experts warn that sellers need to be cautious about how they engage with influencers, as improper collaboration could lead to suspensions.
Amazon has yet to disclose the full impact of its new strategy, but its crackdown on influencer-driven product reviews marks a significant step in the ongoing battle against review manipulation.
