Online stores like Amazon really value the importance of a product review. That is why they started making some legal moves against fake reviewers on the US version of their website, amazon.com.
Amazon is critical with such issue because it undermines the trust of consumers and sellers alike. Tantamount to false advertisement, these fake reviews done by some individuals are indeed damaging and misleading. According to BBC, Amazon mentioned about fake reviews stating that;
"While small in number, these reviews can significantly undermine the trust that consumers and the vast majority of sellers and manufacturers place in Amazon, which in turn tarnishes Amazon's brand. Amazon is bringing this action to protect its customers from this misconduct, by stopping defendants and uprooting the ecosystem in which they participate."
Amazon sees the importance of resolving this trust issue surrounding product reviews. The company believes that product review should be unbiased and honest at all times, for it is through these product reviews that consumers or prospect buyers are able to scrutinize and evaluate Amazon's merchandises. The positive, negative, and lukewarm reviews done by individuals and other companies serve as an important feature of Amazon in order to educate or inform users about the product and the feedback of the people who have already used the items.
This is not the first time that Amazon had made some legal actions concerning fake reviews of their products. It can be remembered that last April, Amazon sued a number of websites allegedly offering fake reviews. To name some, Amazon sued for fake reviews sites such as "buyazonreviews.com, buyamazonreviews.com, bayreviews.net and buyreviewsnow.co," according to BBC.
This time around if indeed proven guilty, a number of individuals offering reviews via Fiverr.com would have to face verdict regarding the fake reviews they have made and submitted for Amazon product review section. With this bold move of Amazon suing fake reviewers and not the website itself, the company aims to repair the damage of fake reviews and establish once more Amazon's quality service for their consumers that is founded on trustworthy reviews and transaction.