Why fake reviews mean you shouldn't trust Amazon's choice

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. Subscribe to make sure you never miss out on our reviews and advice: http://bit.ly/JoinWhichOnYouTube Looking for the latest product reviews and advice? You're in the right place. Which? has been championing the cause for consumers since 1957, asking probing questions of businesses and manufacturers, and pursuing the answers that put you in the driving seat. Reviews You Can Trust Which? has more than 1.3m members and supporters, making us the largest independent consumer body in the UK. Our commitment to providing unbiased advice to consumers is at the heart of everything we do. So from choosing a TV, mobile phone, new car, or holiday, to managing your personal financial needs, we’re always on your side. Completely Independent The unique thing about Which? is that we are completely independent. This means we work entirely on behalf of you – so you can rest assured that you're getting the very best advice available. Which? works for you reviewing products and services, so that you make the best purchase decisions for your needs. For more expert advice visit: https://www.which.co.uk Follow us on Twitter: https://twitter.com/whichuk Join the discussion on Facebook: https://ift.tt/1fAOmna