Guardian study finds inferior items appear highly praised, making ratings worthless
Badly translated versions of classic books and critically panned remakes of Hollywood films appear to have glowing endorsements on Amazon thanks to the website’s policy of bundling together reviews of different products.
Analysis by the Guardian shows products that have actually been given one-star ratings appear alongside rave reviews of better quality items, making it impossible for consumers to judge the true value of what they are about to buy.
The Guardian found numerous examples of “bundled” reviews that make poor products look highly rated – rendering the star rating effectively meaningless.
• Badly translated or updated Kindle versions of Emma by Jane Austen and Charles Dickens’ Great Expectations, which include references to “moms”, “guys” and “buddies”, but appear to have 4.5-star ratings from hundreds of reviewers.
• A 2017 TV version of Dirty Dancing that shares the 4.5-star reviews of the original film, despite being described by Hollywood Reporter as a “bloated” remake “that nobody asked for and nobody is likely to truly enjoy”.
• Reviews for Wuthering Heights appearing under listings for Jane Eyre, and vice versa.
• Complaints from consumers who said they had been misled when buying books from a variety of authors – from JK Rowling to Shakespeare.
• Star ratings being combined for different products in other departments, from electronics to gardening equipment.