Amazon has declared all-out war on fake review brokers, and the numbers show the company means business. In 2024, the platform proactively blocked more than 275 million suspicious reviews before they could mislead even a single customer. But Amazon’s strategy doesn’t stop at automatic detection systems alone. The company is now taking those responsible for such fraud directly to court, winning legal battles that are reshaping the global e-commerce landscape.
Recent legal actions mark a significant escalation in the fight against an illicit industry that has thrived in the shadows for years. Fake review brokers present themselves as legitimate businesses, operating through professional-looking websites, social media channels, and encrypted messaging services. They promise “100% safe guaranteed” five-star reviews, offer bulk order discounts, and even provide free replacements if the reviews are removed by Amazon.
The reality, however, is very different.
Strategic partnerships: Amazon and the Better Business Bureau unite against fraud
One of Amazon’s most innovative moves comes from the U.S., where the company teamed up with the Better Business Bureau (BBB) in joint legal actions against fraudulent website operators. In July 2025, the two organizations announced their second joint lawsuit, this time against the operators of Skitsolutionbd.com, a site selling fake reviews not only for Amazon but also for BBB business profiles.
The partnership marked a shift in the fight against fake reviews. As Melanie McGovern, Director of Public Relations at the BBB, explained:
“By combining our capabilities and sharing intelligence, we are better equipped to identify and take action against those behind these deceptive practices.”
The message Amazon wanted to send is clear: fake reviews are not just an Amazon problem but a threat to the entire online trust ecosystem.
The Skitsolutionbd.com site offered a full menu of fraudulent services: verified five-star reviews on Amazon, fake negative reviews against competitors, false seller feedback, and fake reviews for the BBB. The operators claimed to have thousands of reviewers worldwide and guaranteed that their reviews would improve product ranking and sales. Their arrogance went so far as to offer replacement guarantees if the reviews were removed.
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Legal victories and the seizure of 75 fraudulent websites
Amazon’s most significant legal victory to date concerns the dismantling of a global network of over 75 fraudulent websites. The court ordered the transfer of all related domains directly to Amazon, marking the largest website seizure ever achieved by the company.
The lawsuit targeted two individuals who ran an illegal network offering fake five-star reviews and other fraudulent content across Amazon stores worldwide. The scheme involved using fake customer accounts to post reviews, creating the appearance of genuine transactions. The defendants also provided services to post fake negative reviews on competitors’ products and attempted to sell fraudulent Amazon seller accounts with forged documentation to previously suspended sellers.
The impact of this legal victory extends far beyond Amazon itself. The defendants targeted companies in various industries, including:
- Retail
- Social media
- Travel
- Real estate
- Payment service providers
By shutting down this fraud network, Amazon helped protect businesses of all sizes from deceptive practices that harm both companies and consumers. To date, Amazon has successfully deactivated over 150 websites attempting to sell fraudulent services.
Collaboration with Google
In another major move underscoring the global nature of the problem, Amazon and Google filed parallel lawsuits in October 2024 against Bigboostup.com, a site facilitating fake reviews of products and businesses across Amazon, Google Search, and Google Maps.
The collaboration between the two tech giants sends a very clear message to the fake review industry: there is nowhere to hide. As Claire O’Donnell, Amazon’s Vice President for Seller Partner Trust, emphasized:
“Parallel actions with Google strengthen our efforts to protect customers and our selling partners, and we are proud to collaborate with a company equally committed to acting against bad actors seeking to deceive customers.”
As we’ve often highlighted on our site, consumers rely heavily on product reviews when making purchase decisions. Incentivized reviews deceive customers by making them believe they come from impartial, independent consumers. Collaboration among:
-
Private sector
-
Consumer groups
-
Governments
is essential to send a clear message that such behavior is unacceptable.
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AI technology: 275 million fake reviews blocked in 2024
Beyond legal actions, Amazon has heavily invested in advanced technology to combat fake reviews at the source. The company uses sophisticated machine learning models that analyze thousands of data points before a review is published, including account relationships, access patterns, and review history.
The results speak for themselves: in 2024, Amazon proactively blocked over 275 million suspicious reviews thanks to its systems. These platforms operate silently behind the scenes, analyzing every review to identify fraudulent patterns and suspicious activity before publication. It’s a two-tier approach that combines technological prevention with legal deterrence.
The sophistication of these AI systems continues to evolve. Amazon is constantly investing in improving its algorithms to stay one step ahead of fraudsters who continuously seek new ways to evade detection. It’s a kind of technological arms race, and the stakes couldn’t be higher: consumer trust in the entire online shopping ecosystem.
The cost of fake reviews
Behind the impressive statistics and legal victories lies a more personal reality: fake reviews harm honest sellers who compete fairly in the marketplace. A seller who invests in product quality and customer service can see their efforts undermined by unscrupulous competitors buying hundreds of fake reviews to gain an unfair advantage.
Amazon recognizes this impact and has made it explicit in its communications. As O’Donnell stated:
“These legal actions demonstrate our commitment to customer trust and our willingness to take strong measures to stop bad actors from deceiving Amazon customers.
By partnering with the BBB and protecting our global stores and customers, we are sending a clear message that we will not tolerate those who facilitate fake reviews and other deceptive content that erodes customer trust.”
Recent lawsuits have produced tangible results. In the Amazon v. Auction Sentinel case, for example, the court ordered “disgorgement damages”, requiring the defendants to return all profits gained through their illegal conduct. The website domain was transferred to Amazon. In short, legal precedents are making it increasingly risky and costly to operate in the fake review industry.
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What this means for Amazon sellers
For honest Amazon sellers, these legal actions are excellent news. Every fake review broker shut down means a fairer playing field, where success depends on genuine product and service quality rather than a willingness to break the rules.
At the same time, these actions send an unmistakable message to anyone considering using fake review services: the risk isn’t worth it. Amazon will not only remove fraudulent reviews and suspend involved accounts but also pursue legal action against those responsible and those facilitating the fraud.
The correct strategy for sellers in 2025 and beyond is clear:
Invest in product quality, provide excellent customer service, and use only policy-compliant methods to request authentic reviews. Legitimate tools such as Amazon’s “Request a Review” button, or compliant automation software like those available on ZonWizard, offer effective ways to gather genuine feedback without legal risk.
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The future of the fight against fake reviews
The battle against fake reviews is far from over. But Amazon has shown it has both the resources and determination to fight it on all fronts.
Its combination of:
- Advanced AI technology
- Expert teams
- Aggressive legal actions
- Collaborations with other organizations and platforms
is creating an increasingly hostile environment for scammers.
With over 150 fraudulent websites already deactivated and ongoing lawsuits across the U.S., China, and Europe, Amazon’s message is clear: the authenticity of reviews is an absolute priority, and the company will continue to invest significant resources to protect it.
For consumers, this means continuing to rely on Amazon reviews as a trusted source of information for purchasing decisions. For honest sellers, it means a fairer marketplace where genuine excellence is rewarded.
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