Fake review factories that run on Facebook and manufacture misleading five-star reviews that are then posted on Amazon have been uncovered by investigators from Which?
The consumer group said two large Facebook groups – Amazon Deals Group and Amazon UK Reviewers – were behind the unscrupulous practice, along with smaller groups. Together they may have up to 87,000 members potentially engaged in writing fake reviews.
Inside the Facebook groups, companies post details of products for which they are seeking positive reviews. The reviewers have to pay for the items – so that Amazon believes the buyer is genuine – but after leaving a glowing review, the company refunds the purchase price through PayPal, and sometimes pays an additional fee.
Undercover researchers for Which? set up dedicated Amazon and Facebook accounts and requested to join several of the “rewards for reviews” groups.
“They were instructed to order a specified item through Amazon, write a review and share a link to the review once it was published. Following the successful publication of the review, a refund for the cost of the item would then be paid via PayPal,” said Which?
But the Which? investigators turned the tables on the fake review factories by posting their honest opinion on the product.