A few weeks ago, I ordered up a handsomely reviewed mosquito zapper from Amazon. Even though lovely Arizona has relatively few little biters, they do come up in the spring, a nuisance when you often have the doors and windows open to take advantage of the lovely weather. A squadron of the little F-16s had taken up residence in the family room, where I like to lounge in comfort to work on client projects.
So I bought this gadget that’s supposed to electrocute the little ladies by luring them into its trap with a blue light. Must work, because all those reviewers said so, right ?
Soon as the thing arrives, I plug it into a socket in Mosquito Central and await, with delicious anticipation, the wholesale slaughter of the marauders.
Nary a zap. Left the thing on all day and into the night. Got another few bites. But no zapped skeeters.
Having over-anticipated the delights of this device, I’d thrown out the package, so returning it to Amazon was not an option. But I did post a one-star review describing this buggy débâcle. Tossed the thing in the trash. And didn’t think much more about it.
Until… Along came this communiqué from one Paul Bernthal, regarding “Compensation 21,71+20$ for your Bug Zapper Amazon Order!”:
Hello, Victoria. I’m Paul. I heard that our Bug Zapper didn’t work out for you.
We want to get you a compensation for a few minutes of your time:
1) I send you a Full Refund: 21,71$ via Amazon and kindly ask you to Delete your review.
2) I can send you a Full Refund + 20$ Amazon Gift Card, for changing your review to 5 Star Rating.
No need to change the Text. We don’t have a problem with objective opinions of our customers.
Our problem lies in the system of rating on Amazon, so I’m asking for your help
We’re trying to improve our product. But my main task is to get in touch with you and smooth out the “lemon product” situation, at least by providing a nice customer service
Please, choose one of the options and let me know. We can nail it really fast without wasting your time!
Your Review if you’d like to help us: https://www.amazon.com/gp/customer-reviews/RRLPRWYTCDYI1/ref=cm_cr_getr_d_rvw_ttl?ie=UTF8&ASIN=B0855SVWS2
Hmm… Suspicions confirmed, eh? If you’ve ever wondered if some of those rave reviews on Amazon are bought & paid for, this shoos away any cloud of doubt, no?
Well, no: Not for love nor money would I recommend this useless piece of junk to any other hopeful mosquito assassins. I ignored this message and went on about my business.
But this guy was not to be put off. Couple days later, a follow-up hits the in-box
Hello, Victoria. Need help with changing or can we propose a better deal?🙂
And he pastes in his original offer.
Persistent little bug, isn’t he?
Sorry. My ethics are not for sale.
Well. Explains all the rave reviews for the piece of junk, anyway.
Though this is the first incontrovertible proof I’ve seen that Amazon reviews are bought and paid for behind the scenes, it’s something I’ve quietly assumed to be the case. And therein lies the reason that I always start with the one-star reviews when considering what product to buy from that worthy monopolist.
First step in evaluating Amazon reviews is to look at the proportion of positive and negative reviews, as compared with the total number. There will always be complainers, malcontents, and whiners, and so you have to take what they say with the proverbial grain. I figure about 6 percent negative is normal in the “can’t please all the customers all the time” department. If much more than 6 percent of shoppers have posted one-star reviews, that’s a red flag. Anything less than 6 percent? meh!
Next I look at the five-star and sometimes the four-star reviews, trying to discern what people claim to like about the thing. I tend to take these raves with a large grain of salt. Obviously, it has to be pretty easy to acquire positive reviews — you probably can hire people on Fiverr to write them for you, if you’re too embarrassed to put your friends up to it. Finally I go to the three-star reviews. Here, I expect to find honest remarks that haven’t been bought and paid for, and that are not influenced by excessive delight or by frustration and annoyance.
It was one thing for this guy to email me an offer of a bribe. But to keep pestering me was beyond the pale. I tried to forward his email to Amazon but found a) it’s now impossible to reach a human there (didn’t use to be!) and b) Amazon’s management apparently doesn’t give a damn.
So the message here is what you always knew, of course: a fair number of the reviews you see on Amazon are fake. Buyer beware.