Industry

Belkin causes furore over paid-for customer reviews

The electronics manufacturer has put the honesty of all customer reviews into doubt after being caught paying people to write positive reviews of its products on Amazon.com and others

Electronics manufacturer Belkin [IRDX RBKN] has caused a furore in the US after being caught blatantly recruiting people to make up postive reviews for Belkin products and then post them on top internet retailing sites.

“A Belkin employee was caught paying people to write phony positive reviews about Belkin products and post them on Amazon.com, Buy.com and Newegg.com,” explains StorefrontBacktalk. “Showing a jaw-droppingly incredible amount of audacity, the fellow was actually using Amazon’s Mechanical Turk service to hire people to ‘Write a Positive 5/5 Review for Product on Website’.”

The story was broken by blogger Arlen Parsa of The Daily Record and has spread from there arcross the web, putting the credibility of user reviews under scrutiny again.

Interestingly, an Amazon spokesperson is reported as explaining that “Amazon does what it can to catch and delete fake reviews (she declined detailing those methods)”.

Time, perhaps, for more information to be made more publicly available by those in the business on how the honesty of user reviews is (or can be) assured? InternetRetailing.net, for one, would be interested in knowing more…

Mentioned in this piece…

Belkin

Belkin

IRDX: RBKN

Belkin International, Inc., is an American manufacturer of consumer electronics that specializes in connectivity devices. Headquartered in Playa Vista, Los Angeles, California, it sells various consumer and commercial product lines, including routers, iPod and iPhone accessories, mobile computing accessories, surge protectors, network switches, hubs, (USB and computer network) cables, KVM switches, racks and enclosures, and other peripherals.

The company operates an eCommerce website but is primarily a wholesaler. (more…)