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A new report from Which? claims that Amazon has thousands of unverified reviews on its site. AP Photo/Wilfredo Lee Which? looked at hundreds of tech products across 14 different categories. Many of these items had five-star ratings from unverified reviewers. "Even one inauthentic review is one too many," he said. "We have clear participation guidelines for both reviewers and selling partners and we suspend, ban, and take legal action on those who violate our policies." Amazon said it uses a combination of teams of investigators and automated technology to detect fake reviews. But Which? said it was not enough to fight the tide of misinformation. Hitchins advised customers to take reviews with a "pinch of salt" in the future and urged Amazon to do more to verify its product reviews in order to maintain consumer trust. According to Which?, 97% of shoppers in the UK rely on online customer reviews to make a purchase. The Competition and Markets Authority estimates that roughly $30 billion (£23 billion) a year of consumer spending is influenced by online reviews. At the time, a company spokesperson told Business Insider that it had taken action "against bad actors" and those who violated its community rules. designer bags cyber mondayblack friday designer bag sale
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