In a move towards safeguarding the integrity of its online marketplace, Amazon has harnessed the power of artificial intelligence (AI) to combat the explosion of fake reviews on its website. These efforts have resulted in the removal of over 200 million suspected fake reviews from its platform in 2022 alone.
Fake reviews pose a substantial threat to consumer trust and can significantly distort customer perceptions of products. Amazon uses AI to look at a bunch of special information to figure out if a review is real or fake. These machine learning models check things like whether the seller paid for ads, if customers complained about something fishy, strange patterns in behaviour, and the history of reviews. Amazon also uses large language models to find weird things in the data that could show a review is fake, like if someone got a free gift card or product for leaving a review.
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Josh Meek from Amazon’s team explains that it’s not always easy for people outside Amazon to tell if a review is real or fake. “The difference between an authentic and fake review is not always clear for someone outside of Amazon to spot,” Meek explains. “For example, a product might accumulate reviews quickly because a seller invested in advertising or is offering a great product at the right price. Or, a customer may think a review is fake because it includes poor grammar.”
Amazon uses combination of advanced technology and proprietary data to identify fake reviews more accurately by going beyond the surface level indicators of abuse to identify deeper relationships between bad actors.
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