While is working on various ways to ensure authentic customer reviews, the media has also reported on how one can spot fake reviews on the platform. With a boom in artificial intelligence technology over the past year, several companies have deployed AI-powered solutions to make them easy and effective. Amazon too is taking AI’s help to weed out fake reviews.
Amazon says that when a customer submits a review and before being published online, the company’s AI solution analyses the review for known indicators that the review is fake. While a vast majority of reviews pass Amazon’s high bar for authenticity and get posted right away, some go through the company’s scrutiny.
“If Amazon is confident the review is fake, they move quickly to block or remove the review and take further action when necessary, including revoking a customer’s review permissions, blocking bad actor accounts, and even litigating against the parties involved,” the company said.
The AI part
Amazon says that its machine learning models analyse proprietary data, including whether the seller has invested in ads (which may be driving additional reviews), customer-submitted reports of abuse, risky behavioural patterns, review history, and more.
These large language models (LLMs) and natural language processing techniques work in tandem to analyse anomalies in data that might indicate that a review is fake or incentivised with a gift card, free product, or some other form of reimbursement.
The company also notes that it uses deep graph neural networks to analyse and understand complex relationships and behaviour patterns to detect and remove groups of bad actors.
“The difference between an authentic and fake review is not always clear for someone outside of Amazon to spot,” said Josh Meek, senior data science manager on Amazon’s Fraud Abuse and Prevention team.
“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,” Meek added.
Amazon also rope in expert investigators if a review is suspicious and additional evidence is needed. In 2022, Amazon blocked more than 200 million suspected fake reviews in its stores worldwide.
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