Sunday, November 27, 2022
Published 1 Year Ago on Monday, Sep 20 2021 By Rim Zrein
Online consumer reviews have become a baseline for interested customers willing to try out a new product, and Amazon seems to know that very well.
The retail giant has permanently banned 600 Chinese brands across 3,000 different seller accounts for violating its policy against incentivizing positive reviews for products that were purchased through its platform, the retail giant’s VP for Asia Global Selling, Cindy Tai, confirmed the news during a televised interview with state-owned China Central Television, and cited by the South China Morning Post (SCMP).
Tai reassured business owners that Amazon isn’t looking to target specific companies in certain locations, as the sole reason comes down to violating its policies against incentivizing positive reviews. A spokesperson told The Verge that these 600 brands were shut down for “knowingly, repeatedly and significantly violating Amazon’s policies, especially the ones around review abuse.”
Amazon’s enforcement actions began after Wall Street Journal journalist Nicole Ngyuen published an article claiming that businesses like RavPower, a tech utility online shop, offer gift cards in exchange for reviews.
Following my fake review story, listings for Amazon-native electronics brand RAVPower are gone. The company offered $35 gift cards for reviews on a product that was sold directly by Amazon itself. RAVPower acted as a wholesale vendor on that listing.https://t.co/6nazZZ5Wtb pic.twitter.com/znp9u48YHV— nic nguyen (@nicnguyen) June 16, 2021
Following my fake review story, listings for Amazon-native electronics brand RAVPower are gone. The company offered $35 gift cards for reviews on a product that was sold directly by Amazon itself. RAVPower acted as a wholesale vendor on that listing.https://t.co/6nazZZ5Wtb pic.twitter.com/znp9u48YHV
In 2016, Amazon updated its community guidelines by adding that solicited reviews are no longer accepted. Yet, it remains a tricky business, as “some of these offers are disguised as a VIP testing program or an extended warranty,” as reported by The Verge.
Amazon told SCMP that “customers rely on the accuracy and authenticity of product reviews to make informed purchasing decisions and we have clear policies for both reviewers and selling partners that prohibit abuse of our community features.”
“We suspend, ban and take legal action against those who violate these policies, wherever they are in the world,” the retail giant added.
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