Amazon Commits to Tackle Fake Reviews Following CMA Investigation
Amazon has agreed to implement stronger measures to combat fake reviews on its platform following an investigation by the UK’s Competition and Markets Authority (CMA). This commitment includes tougher sanctions for sellers and reviewers who attempt to manipulate product ratings, and marks a major step in protecting UK consumers under the new Digital Markets, Competition and Consumers Act (DMCCA).
Background
Fake reviews can significantly distort purchasing decisions. The CMA estimates that up to £23 billion of UK consumer spending annually is influenced by online reviews. Research shows around 90% of UK shoppers rely on reviews when deciding what to buy.
In line with the CMA's April 2025 Fake Reviews Guidance, Amazon has now formally committed to a series of undertakings designed to enhance trust and transparency across its review ecosystem.
Amazon’s Commitments
Enhanced Detection and Removal Systems
Amazon will strengthen its technology and processes to swiftly detect and remove:Fake reviews (positive or negative)
‘Catalogue abuse’—where sellers attach fake reviews from unrelated, higher-performing products to new or inferior listings.
Tougher Sanctions for Violators
Businesses found to be manipulating reviews face removal of listings or bans from selling on Amazon altogether.
Reviewers who repeatedly post fake content may be banned and have their entire review history deleted.
Streamlined Reporting Tools
Amazon will make it easier for customers and businesses to flag suspicious reviews or catalogue manipulation via user-friendly reporting tools.
What Prompted the Action?
The CMA launched an investigation into Amazon over concerns that the company wasn’t doing enough to:
Identify and remove fake reviews
Respond to suspicious behaviour
Penalise offending parties
Similar action was taken against Google in January 2025, resulting in comparable commitments to prevent review fraud on its platforms.
Quote from CMA Chief Executive, Sarah Cardell
“Millions of people use Amazon daily — from buying bike locks to finding coffee machines. These new commitments help ensure that star ratings and reviews can be trusted.
By setting clearer standards, we’re helping shoppers make better decisions and ensuring those who seek to deceive are properly dealt with.”
What’s Next?
The CMA is now launching the next phase of its review enforcement strategy:
Conducting a sector-wide sweep of major review platforms
Evaluating whether platforms and businesses are complying with the new consumer protection rules
Taking direct enforcement action where necessary
Under the DMCCA, the CMA has new powers to:
Determine breaches of consumer law without court involvement
Impose fines and require redress for consumers
Order companies to improve their compliance procedures
For More Info:
Visit the CMA's Online Reviews Case Page https://www.gov.uk/cma-cases/fake-and-misleading-online-reviews.