Amazon has started asking influencers about product reviews they’ve shared on social media platforms, including YouTube, TikTok, and Instagram. This move signals Amazon’s growing focus on curbing paid reviews, according to a report by Bloomberg on Wednesday (Dec. 11).
The report states that Amazon sent questionnaires to influencers, inquiring about their interactions with product sellers. One example question asked, “Can you describe the work you’ve done for this seller as an influencer (e.g. posted videos on YouTube, TikTok, Instagram, etc.)?”
This initiative aligns with a new Federal Trade Commission (FTC) rule, which bans businesses from paying for consumer reviews. The rule, effective since October, also empowers the FTC to impose civil penalties of $51,744 per violation. The regulation specifically targets deceptive practices such as buying fake reviews or using AI-generated feedback.
Paid reviews are not new, but influencer marketing has amplified the issue. Many influencers earn money promoting products without disclosing their relationships with the companies behind them, Bloomberg noted.
Details remain unclear about how Amazon selects influencers for the questionnaires, how it will use their responses, or how effective this approach will be. Influencers are not obligated to answer the questions.
Amazon has been ramping up its efforts against fake reviews. In October, the company revealed it had blocked over 250 million suspected fake reviews in 2023 alone and filed lawsuits against more than 150 fake review brokers.
“Product reviews are central to the Amazon shopping experience,” the company said. “They provide customers with valuable insights and honest opinions from other shoppers. Amazon is committed to ensuring the reliability of reviews to help consumers make informed decisions.”
