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Amazon's Fake Review Problem Tells You What the Company Really Thinks About Its Customers It violates Jeff Bezos's most important rule. Amazon has a problem. It's the kind of problem that's obvious once you know where to look, but easy to miss considering the year the company has had. I mean, by all accounts, it's been a very good year to be selling things online. As online shopping surged during the pandemic, Amazon exploded. It became the place we went for everything from toilet paper, to laptops, to groceries. The problem, however, is that not all of those products are what they seem. For a long time, I've felt like the thing no one says about Amazon, but everyone thinks, is that unless you're buying a major brand from a seller you recognize, you're basically just buying cheap imitations from a guy off the street. You have no idea what you'll get or whether it'll do the thing it says it will do. In some cases, as the WSJ reported over the weekend, buyers who leave negative reviews are contacted and harassed by sellers in an attempt to get them to change or remove their review. Some even offer refunds that exceed the purchase price of whatever product they bought. That's certainly not what Bezos had in mind when he first published his 1997 letter to shareholders. Obsessing over the customer experience was his most important rule--the thing that drove every decision at Amazon. I'm sure Amazon would argue that its third-party seller network is huge, and that it takes swift action when it discovers merchants that are in violation of its rules, but if you built something so big you can't effectively manage it, that's a problem. The solution isn't to talk about how you understand there's a problem and you have policies to deal with it. The solution is to fix it or shut it down. Because, every time someone buys something based on a fake review, and ends up having a bad experience, that costs Amazon something. It turns out, that cost is far more than just the $20 you might have spent on something you didn't even need. The cost? Trust. designer bags cyber mondaychanel flap bag jumbo
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