I have already written about online feedback some time ago. These feedback can surely be destructive or fundamental for an online shop.  

It is indeed for their importance that Amazon started to fight fake feedback: there are many sellers that offer discounts or free products in return for good reviews. For this reason, Amazon changed his methods by adding the prohibition to “create, modify or publish content in exchange for any type of repayment (including free products or with reduced price)”.

This operation can not only protect the customers but also protect the credibility of the marketplace.

One of the criteria that pushes a client to buy an item is to know the point of view of another client: if the reviews do not represent the reality the one who stand up for these reviews is Amazon!

His battle started in 2013: millions of review were eliminated because considered as fake.

In 2015 Amazon also condemned websites like buyamazonreviews.com: these guys have prepared fake reviews for the products chosen by the seller in exchange for money. In some cases they planned fake clients and fake transactions with the shipping of empty boxes.

The guidelines to publish the reviews are online at this webpage and now than ever Amazon is fighting for these rules to be respected.

Amazon Vine is the program created by Amazon that enables a select group of Amazon customers to post opinions about new and pre-release items to help their fellow customers make educated purchasing decisions. This does not mean that there will be only good feedback but honest and reliable ones.

Goodbye fake feedback, welcome truth!