Amazon Choice endorsements ‘betraying trust’ of millions of customers

The ‘Amazon Choice’ endorsement, a badge which appears next to certain items on the site, is misleading customers – promoting potentially poor quality products, our investigation has found.

Millions of Amazon customers are at risk of being duped by unscrupulous sellers gaming the Amazon’s Choice endorsement, new research from Which? reveals.

Our exclusive investigation shows the Amazon’s Choice badge recommends potentially poor quality products that appear to have been artificially boosted by incentivised and fake reviews.

We believe Amazon’s recommendation system is inherently flawed and easily gamed by unscrupulous sellers, despite evidence suggesting that many consumers trust the Amazon’s Choice badge as a mark of quality.

Read more on why you should think twice before trusting the Amazon Choice badge.