Amazon is revolutionizing its review system by leveraging artificial intelligence (AI) technology. With over 1.5 billion customer reviews in the past year, the e-commerce giant is introducing AI-generated reviews that provide essential product insights, aiding customers in identifying common themes and attributes.
Empowering Confident Purchase Decisions
Vaughn Schermerhorn, Amazon’s director of community shopping, emphasizes the company’s commitment to transparent and reliable reviews. The AI-generated reviews are designed to bolster honest and trustworthy feedback, enabling customers to make informed purchase decisions confidently.
AI and Human Expertise to Combat Fake Reviews
Amazon employs a dual strategy involving both AI and human expertise to combat fake reviews. Expert investigators and machine learning models analyze data, scrutinizing factors like sign-in activity, account relationships, and review history to identify and prevent fake reviews.

Proactive Measures and Ongoing Investments
Amazon’s proactive approach involves investing significant resources to thwart fake reviews. The company’s efforts have resulted in stopping over 200 million suspected fake reviews from being visible to customers.
Taking Action Against Counterfeit Reviews
Apart from addressing fake reviews on its platform, Amazon is taking legal action against counterfeit reviewers. It filed a lawsuit against administrators of more than 10,000 Facebook groups allegedly involved in publishing false reviews in exchange for free items or cash.
Government Intervention and Accountability
Government intervention underscores the importance of honest reviews. The Federal Trade Commission (FTC) imposed a consent order on The Bountiful Company for publishing fake reviews on Amazon’s platform. This case marked the FTC’s first instance of regulating “review hijacking.” The FTC ordered The Bountiful Company to pay $600,000 in monetary relief to consumers and to refrain from deceptive review tactics.
TL;DR:
Amazon introduces AI-generated reviews to enhance customer insights. The company employs AI and expert investigators to combat fake reviews and proactively invests resources in preventing their appearance. In addition to addressing counterfeit reviews on its platform, Amazon has taken legal action against entities involved in publishing false reviews. Government intervention, as seen with the FTC’s case against The Bountiful Company, emphasizes the importance of honest reviews in maintaining consumer trust.
Hi, I’m Oren, founder at BIGINTRO, a content strategy agency that helps B2B companies drive growth. We develop search, social, PR, and content marketing strategies tailored to business goals. I also have a dog named Milo.