Online retail giant Amazon’s website is flooded with fake five-star reviews for products from brands it has never heard of, consumer group Which? has claimed.
Top-rated reviews on popular items such as headphones, smart watches and fitness trackers were dominated by unknown brands, its probe concluded.
Thousands of these were unverified, meaning there was no evidence the reviewer bought the product, it said.
Amazon said it was using automated technology to weed out false reviews.
It said it invested “significant resources” to protect its review system “because we know customers value the insights and experiences shared by fellow shoppers”.
“Even one inauthentic review is one too many,” it added.
But Which?’s probe suggested fake reviews were commonplace..
When it searched for headphones, it found all the products on the first page