At some level, we all instinctively trust and put stock in Amazon's customer reviews when researching a purchase. The average star rating matters — and the leading online retailer wants to keep it that way. This week, Amazon filed a lawsuit against several websites that it accuses of gaming the system and publishing paid-for reviews. "While small in number, these reviews threaten to undermine the trust that customers, and the vast majority of sellers and manufacturers, place in Amazon, thereby tarnishing Amazon’s brand," the suit claims. The websites, Amazon says, promise to write bogus five-star reviews for customers that pay between $19 and $22 per review.
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