Amazon has taken the initiative to fight against fake review brokers, using the latest artificial intelligence to identify genuine reviews online.

In 2022, Amazon reported around 23,000 social media groups with a total of over 46 million followers, facilitating fake reviews.

These accounts and fake reviewers would cause customers browsing through Amazon to change their opinions due to seeing fake comments. They would make purchases based on these reviews, going against their better judgment. Fake reviewers are often hard to detect, though they often have some giveaways, like a five star review.

The tech giant has been grappling for years with the chaos caused by fake reviewers; the people responsible for these reviews are called “brokers” and are causing a variety of issues for the retail site. These fake review brokers are hard to detect because they often use third party platforms, like encrypted messaging and social media, to sell, buy, and upload fake reviews.

Amazon has therefore announced that they are choosing to use the latest technology of artificial intelligence (AI) to track down fake reviews, take them off the site, and showcase genuine reviews for customers to see.

According to reports, Amazon has taken the time to invest in machine learning models, which are used to detect fraudulent behavior by analyzing a multitude of data points. While this is a step in the right direction, consumer groups have come forward to express their opinions, stating that the action taken by the company is not nearly enough.