Amazon labels certain products with the ‘Amazon’s Choice’ endorsement, making them attractive options for busy shoppers who are looking for a product they can trust. But what many people aren’t aware of, is the fact that products can be awarded Amazon’s Choice status as long as they have a high rating, are well priced, and are readily available to dispatch. Rather than being based on human evaluation, it’s an algorithm that determines Amazon’s choice. This means a product can be given the Choice endorsement without Amazon ever seeing or using it.
What’s really concerning is that we’ve seen repeated evidence of fake or incentivised reviews being posted on Amazon’s Choice listings.
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