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Naturally, Amazon, whose search rankings for its millions of listed products rely heavily on reviews, wants those write-ups to be real, not fake. Last week, the company took one of its biggest actions to date: filing a complaint in Seattle's King County Superior Court against the administrators of more than 11,000 Facebook groups recruiting people for review scams with the aim of finding out who is running the pages and shutting them down. The company claims in the complaint that these groups violate Federal Trade Commission laws prohibiting deceptive endorsements in which there is a hidden connection between a seller and reviewer. Amazon says it is making a considerable effort to stop the fakes, which can result in people on fixed incomes who aren't particularly computer savvy wasting money on stuff that breaks right away. According to a recent study by consultant group the Behaviouralist, fake reviews can cause online shoppers to overpay 12 cents for every dollar they spend. "We want Amazon customers to shop with confidence, knowing that the reviews they see are authentic and trustworthy," says an Amazon spokesperson. "That's why we take reviews abuse seriously and aim to prevent fake reviews from ever appearing in our store." In 2020 alone, the company says it took down more than 200 million suspected fake reviews using AI models and employees monitoring the site.

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