Every review submitted on Amazon goes through an initial AI analysis to ascertain whether the review posted is genuine or fake. Machine learning models scrutinize different cross sections of data, including ad spending, behavior, and review history, which it then uses to ascertain whether or not a review is legitimate. This data enables Amazon to build more robust backend information on user accounts that are suspected of leaving fake reviews.
Large language models are also implemented to scrutinize data and detect whether a gift card, free product, or reimbursement may have incentivized the positive review. As a result, since 2022, Amazon has blocked more than 200 million fake reviews. While it is good that Amazon is reducing the number of illegitimate reviews on the site, 200 million is quite staggering and shows the breadth of the issue when it comes to fake reviews.
