Amazon Cracks Down on Fake Reviews

Amazon Cracks Down on Fake Reviews After UK CMA Investigation

Published: June 5, 2025 | By AMZ Sellers Attorney®

In a significant development for the global eCommerce ecosystem, Amazon has pledged to enhance its enforcement efforts against fake reviews. The move comes in response to findings from the UK Competition and Markets Authority (CMA), which has been investigating the platform’s responsibility in managing manipulated product reviews.

Why the CMA Got Involved

The UK’s CMA launched its probe after receiving widespread complaints about misleading or incentivized reviews flooding Amazon listings. Such practices not only erode consumer trust but also unfairly disadvantage honest sellers.

What Amazon Promises to Do

• Ban sellers found to be manipulating reviews, either directly or via third-party services.
• Expand detection technologies using AI and machine learning to identify fraudulent patterns.
• Increase transparency in how reviews are collected and displayed.
• Report on enforcement activity and review removal statistics to satisfy regulatory oversight.

What This Means for Sellers

This announcement signals greater scrutiny of seller behavior, particularly around off-platform review manipulation tactics such as offering gift cards or rebates in exchange for positive reviews. Sellers engaging in these tactics risk account suspension or permanent bans.

Recommendations from AMZ Sellers Attorney®

1. Ensure all review generation practices are compliant with Amazon's policies.
2. Cease the use of any rebate or pay-to-review platforms immediately.
3. Keep documentation of all customer outreach and communication for audit purposes.
4. If accused of manipulation, seek legal counsel to prepare a Plan of Action (POA) backed by evidence and compliance reforms.

For sellers facing warnings, suspensions, or appeals related to review abuse, AMZ Sellers Attorney® can help. Our team prepares legally grounded appeals and risk mitigation strategies to protect your Amazon business.

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© 2025 AMZ Sellers Attorney®. All rights reserved. This article is for informational purposes and does not constitute legal advice.