Duncan Bell is in his Prime

Amazon sends us glorious things while driving us quietly crazy

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Last month was Amazon Prime Day, so that has fired the starting gun for the next big sales event, which will be Black Friday, followed by Cyber Monday, then the pre-Christmas sales, then the Boxing Day sales, the New Year sales and, eventually, with the death of you, me and everything on this planet. It’s an inspiring thought! Apart from the bit about me dying obviously.

I regularly shop on Amazon, as I enjoy its mix of low prices, excellent customer service and obviously made-up reviews. When I was shopping around for some good deals this Amazon Prime Day – both to potentially buy myself, and to write about for our website – I was struck once again by just how much blatantly false bullshit there is amidst Amazon’s reviews.

Now, we can all have a good laugh about a review of £10 headphones made by a company called something like ‘Ghwanhhhg’ or ‘Zreeb’ that says, “These sound like magic being poured into my ears! Easily better than rubbish Bose! A must buy!” But when you’re shopping for real bargains, it is a big pain in the ass. And a pain that is only made worse by fake reviews.