It’s been months since I broke the Belkin fake review scandal, but I still get emails from other ordinary people who discover that something similar is happening elsewhere.
Today I got an email from somebody who just wanted to buy an espresso machine. What they found instead was a rather obvious hoax when it came to Amazon reviews:
For example, [DeLonghi communications manager] Tara Carpenter gave two product reviews for two different DeLonghi coffee makers on the same day (13 May 2009). One of the reviews actually says “instead of buying 2 different machines for my family I bough[t] only this DeLonghi machine….”. Errr… if you only purchased one, how are you reviewing two? Thus, the falsity of the product reviews is immediately apparent. I suppose it’s easy to confuse yourself when you are authoring multiple fake product reviews.
D’oh! Read the rest of the scoop, complete with screenshots here.