In some categories, Amazon is putting more weight onto editorial reviews. It'd be a good thing for Amazon and a good thing for product oriented media companies

In some categories, Amazon is putting more weight onto editorial reviews. It'd be a good thing for Amazon and a good thing for product oriented media companies for those reviewers and reviews to regain some of the clout and influence that they have lost to easily manipulated user reviews. On the flip side I think media companies have to do more to deserve the trust of shoppers. More Consumer Reports style product evaluations and less clickbait trolling, more investment into respectable writers/video reviewers who have integrity and earn a real salary to make them resistant to PR bribery. I don't think most shoppers fully understand how extreme the review manipulation is on the brand and merchant side of things. One issue is that the Federal government does not enforce the laws on the books against many of the worst types of manipulation. I'm not a particularly pro-regulation type of guy, but this is one of the consequences of zero law enforcement in a particular area of business: you become a sucker if you abide by the law when none of your competitors are. The Yelps and Amazons of the world are kind of split on this because they both want to restore/retain the trust that users have in these reviews without drawing attention to how absurd the level of manipulation is. Another issue is the entirely legitimate manipulation of reviews that nonetheless confers a competitive advantage. One local car dealership that did some service on my car has earned thousands of positive five star reviews by being extremely aggressive with e-mail followup to people who show up for even minor service interactions. I gave them five stars out of bemusement and because we legitimately received good service on a free interaction paid for by the car manufacturer with a rebate. But I would have been much less generous with my five star review had I had to pay for the service, as everyone is. That's why Amazon as of last year bans that practice. I have myself counseled clients in ecommerce and written email sequence scripts to do just this kind of manipulation. But in the case of this dealership and of most people, is the dealership that is the most efficient at running an email marketing program really the best car dealership in the area by an order of magnitude? While it may be an indicator of the overall professionalism of the company and a signal of business health, it's pretty unrelated to the business of selling cars and servicing them. As a rather clueless car owner, I'm not even really qualified to give an intelligent opinion about the quality of a dealership apart from how I feel about it and whether or not I (rather clueless) think that I was ripped off or not. Why is my unqualified opinion based on that minor interaction worth more than that of someone who really knows a lot about cars, bought a car from that dealership, and has had dozens of service appointments with the mechanic? Why is my dumb 5 star rating worth the same amount as that guy's? It makes no sense.