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"Using fake reviews to boost sales only works for a short period of time, as real customers eventually will find out and leave negative reviews or ask for refunds if the product quality doesn't back up," says Xiaofeng Wang, senior analyst, Forrester. "Therefore brands, especially large brands, wouldn't take such risks. Building a trustworthy brand image is more important than a short-term sales boost."
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An area of Yujiapu, in Tianjin-Binhai, where construction has halted and many office and commercial buildings remain empty.Credit...Gilles Sabrié for The New York Times
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It's unclear who is running the Facebook groups. Amazon said it filed the lawsuit in order to learn their identities, shut down the groups and compel them to return their "ill-gotten gains from brokering fake reviews," according to the complaint.
The case represents Amazon's latest effort to root out fake reviews on its sprawling third-party marketplace. The marketplace now accounts for more than half of e-commerce sales and has helped the company bring in record revenue. But fake reviews have become more severe as Amazon's online marketplace has grown to amass millions of third-party merchants. Bad actors often seek to boost their product ratings or search ranking by soliciting fake reviews.