In three cases filed with the American Arbitration Association, Amazon accused third-party sellers operating on its site of creating or paying for fake reviews of their products.
Amazon made a clear official statement: "Our goal is to eliminate the incentives for sellers to engage in review abuse and shut down this ecosystem around fraudulent reviews in exchange for compensation".
This is announcing a new trend for e-commerce. Amazon has clearly understood that a sustainable business model requires to put trust and ethics at the center of the relationship with their customers. Fake reviews are killing business!!!
After years of manipulation and unclear practices about on-line reviews, consumers want to be really well-informed and use platforms showing full transparency and trustworthiness.