For the first time ever, Amazon is going after a company that provides fake positive product reviews on its site, GeekWire reports. The e-commerce giant has filed a lawsuit against one man, Jay Gentile, who runs several businesses including buyazonreviews.com (currently down) and buyamazonreviews.com.
According to Amazon, Gentile’s company encouraged sellers to ship empty boxes to its reviewers to trick Amazon. He reportedly offered verified 5-star reviews for a high price, though some customers apparently opted for 4-stars instead. You can see a few of these allegedly fake reviews in the image above.
In its official filing, Amazon notes that it already prohibits the manipulation of customers reviews, but until now it hasn’t taken any legal action to stop the practice. Moving forward, it looks like the company will take a more active approach. “While small in number, these reviews threaten to undermine the trust that customers, and the vast majority of sellers and manufacturers, place in Amazon, thereby tarnishing Amazon’s brand,” the lawsuit argues.
Amazon is demanding payment for damages to its brand, along with an inquiry into Gentile’s business. It’s unclear how the entire thing will shake out, but it looks like the company isn’t putting up with fake reviews anymore.