Fighting The Amazon Fraudsters
Entrepreneur|April 2017

How can sellers keep it real, when they’re surrounded by fake reviews and counterfeits?

Joe Keohane
Fighting The Amazon Fraudsters

Q: I sell reflective wearables online and do good business on Amazon. But I’m constantly seeing new competitors—all cheap knockoffs that, suspiciously, quickly collect tons of positive reviews. What’s going on, and can I stop it? —Tim G.

A: “Amazon” is a good name for Jeff Bezos’ company. It’s a sprawling site characterized by relentless change, furious competition, and incredible diversity. It’s also, as many sellers have discovered, a jungle.

Tim, you’re getting it on two sides here, so let’s start with the review problem. Reviews are critical for a seller. They put customers’ minds at ease, drive sales, and push products up in the search rankings, but they are hard to accumulate because only a tiny percentage of buyers leave them. Which means, this being the internet, reviews must be immediately corrupted.

And so they were! Sellers began contracting with third-party firms that would help them offer free or discounted products in exchange for unbiased reviews that would contain a disclaimer—something like “I was provided with a free product in exchange for my honest review”—to satisfy FTC rules regarding endorsements. Some of these “incentivized review” sites were on the up-and-up, keeping reviewer and seller at a safe remove to ensure fairness. Others were not, allowing clients to pick reviewers based on average number of stars, or threatening to stop giving reviewers free stuff unless they gave everything high marks. Others still were just paying people for good reviews. In any case, a seller could amass a slew of these positive reviews in a very short period of time, climb the ranks, and sell more product.

This story is from the April 2017 edition of Entrepreneur.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the April 2017 edition of Entrepreneur.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM ENTREPRENEURView All
MY FAVORITE CUSTOMER
Entrepreneur US

MY FAVORITE CUSTOMER

For small, independent businesses, loyal patrons are benefactors, protectors, muses, and mascots. They make sure the show goes on. Here, three business owners celebrate an irreplaceable member of their community.

time-read
1 min  |
Startups - Spring 2024
Do You Say 'Yes' Enough?
Entrepreneur US

Do You Say 'Yes' Enough?

We don't give ourselves enough credit for trying. So let's start doing it right now.

time-read
2 mins  |
Startups - Spring 2024
He Does $10 Million-Plus in Sales
Entrepreneur US

He Does $10 Million-Plus in Sales

When Jeffrey Bell gave up horse training to buy a Floor Coverings International franchise, he wanted to get out ahead of his new pack. To do that, he had to learn to delegate.

time-read
2 mins  |
Startups - Spring 2024
How This Business Rookie Became a Top Seller
Entrepreneur US

How This Business Rookie Became a Top Seller

After competing in two Olympics, Cammile Adams dove headfirst into her second career - and became SafeSplash Swim School's #1 franchisee. Here's how.

time-read
2 mins  |
Startups - Spring 2024
How to Pick the Perfect Franchise For You
Entrepreneur US

How to Pick the Perfect Franchise For You

There are a lot of great brands out there. But that doesn't mean they're all a great fit.

time-read
2 mins  |
Startups - Spring 2024
Serving the Underserved
Entrepreneur US

Serving the Underserved

When Dennis Johnson opened a Pizza Ranch in Minnesota, he hoped to serve the nearby Native American communities in more ways than one.

time-read
2 mins  |
Startups - Spring 2024
When Life Is Preparation
Entrepreneur US

When Life Is Preparation

Vanesa Ellis was no expert on mosquitoes or lawn care. But as it turns out, something else made her the perfect fit for two home-care franchise brands.

time-read
2 mins  |
Startups - Spring 2024
Changing Careers? Consider Franchising.
Entrepreneur US

Changing Careers? Consider Franchising.

Here are five reasons why franchise ownership could be the right fit for you.

time-read
2 mins  |
Startups - Spring 2024
WRANGLING THE MANY-HEADED MONSTER
Entrepreneur US

WRANGLING THE MANY-HEADED MONSTER

For mom-and-pop business owners, just as inflation calms in one area of operations, it rears its head somewhere else. The best way to stay on top of it, experts say, is to stay flexible.

time-read
2 mins  |
Startups - Spring 2024
MAKE A PLAN AND STICK TO IT
Entrepreneur US

MAKE A PLAN AND STICK TO IT

There's no one way to market a small business. So how do you get the word out? Experts say you must experiment...and really stick with it.

time-read
2 mins  |
Startups - Spring 2024