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Kate Linebaugh: What Nicole found was a whole world of sellers that are willing to fake and manipulate customer reviews. Welcome to The Journal, our show about money, business and power. I'm Kate Linebaugh. It's Friday, August 13th. Coming up on the show, the often bogus, sometimes menacing world of Amazon reviews. Amazon is the largest online retailer in the world, but it's not just Amazon that sells products there. Millions of other companies use the site to get in front of customers through what is called the Amazon Marketplace. Kate Linebaugh: Now, when you were out there shopping for cooking oil spray bottles, did you look at the reviews that were there beforehand? Kate Linebaugh: Catherine didn't delete her review. So the seller followed up with another email saying, "If you don't respond, we'll assume you didn't get this, and we'll keep sending you emails." So Katherine responded. She said, "No, I'm not going to take my review down." But the seller continued to contact her. Catherine Scott: I got multiple emails saying something to that effect of, "Please, please, please, please delete the review." It wasn't a threatening, angry tone. It was literally like they were begging me to delete the review and they kept saying USD 20, USD 20. We'll refund. And I ignored it. Kate Linebaugh: That wasn't really a refund. $20 was more than twice price of the sprayer. But Catherine wasn't interested in the money. For her this whole thing had become a matter of principle. Catherine Scott: I mean, whether it cost $500 or $5, 20 bucks is not going to get me to delete a review. Nicole Nguyen: It's nearly impossible to determine the authenticity of reviews on the site. And that's true of most reviews on the internet, whether it's Yelp or Google or TripAdvisor, even if it has a verified badge, because it can be manipulated. Kate Linebaugh: So should there be reviews? Do you know what I mean? Why do we need them? And if they can't be authenticated, what value do they have? designer bags cyber monday
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