To me a bigger problem than fake reviews is the rampant bait-and-switch. Way too often I will see a product with a 4 or 5 star rating, and find the reviews are

To me a bigger problem than fake reviews is the rampant bait-and-switch. Way too often I will see a product with a 4 or 5 star rating, and find the reviews are talking about something completely different. That, or there will be 10 different products nested under the same identifier. Not just different colors, but different products. So I have no idea which one the person it praising or calling crap. Maybe instead of Avatars next to the reviewer's name, Amazon should just attach an expandable screencap of the product page at the time the "verified purchase" was made.