The Federal Trade Commission has ordered a supplement maker to pay $600,000 for deceiving Amazon customers by merging the reviews of different products to inflate the review scores of its unpopular products.
feature known as “variation relationships” which lets companies combine reviews of certain similar products in an effort to simplify the shopping experience.used this feature to merge new and unestablished products with older and more popular ones. Customers saw the new products with merged reviews, giving them a false impression that they were more popular than they were.
Internal messages obtained by the FTC showed that officials were aware that the older products were doing better after the merger. One official noted in an email that customers hadn’t loved one of their stress relief products but sales “spiked” after the variation. The variation feature is often used by companies selling clothing with many available colors so that every color is available on the same page. However, the
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