They have the resources. What they lack is the proper incentive. As long as fake reviews don't completely destroy the customer experience to the point that people forego any other advantages (mostly convenience) of shopping there, Amazon will continue to reap the short-term benefit of more apparent variety, more apparent quality, and more sales. Any effort beyond keeping the fakery just short of destroying the brand isn't worth it to them.

I'd venture further and claim that it's in Amazon's long-term interest to drive down the perceived brand value of third-party suppliers through its distribution channel.

Costs are lowered and the value of Amazon's brand is relatively increased. Similar to stocking own-brand product in a supermarket. This weakens the negotiating position of big name brands.

Similarly for Kindle Unlimited despite the fact that Amazon clearly has the technology to address Markov Chain generated fakes, plagiarism and upvoting and review cabals, Amazon either chooses not to invest or not to invest enough to prevent all of that bad behavior.

IMHO investing 1/2 of 1% of the KU pool is enough to fund human review via their Mechanical Turk program. It wouldn't be perfect but it would eliminate most of the fraud.

Would this be the same machine learning that was recently in the news for incorrectly identifying 28 lawmakers as people that had been charged with some crime? Maybe it is, and that's why it can't spot the fake reviews?

The 28 were incorrectly indetified, because they ran their tests using default settings, which aren't fit for such an use case.

> You'd think that Amazon would have the machine learning resources to detect likely-fraudulent items with high accuracy, should they be interested in preventing such obvious fraud.

They must not be interested. After all, they still get paid and have a level of legal insulation due to how they've structure Amazon marketplace. I wonder how long it'll take for their overall brand to take a hit over this, though.

There's probably a huge number of shoppers that use Amazon for nearly everything, myself included, that would just toss the cheap crappy thing they got off Amazon and try another brand from, you guessed it, Amazon.

I don't know how many horrible sets of bath rugs and towels I went through on Amazon before I finally bit the bullet and bought an actual expensive brand and the difference is staggering. Before someone asks they're from Frontgate (not on Amazon).

Point being I'm just sending Amazon money over and over again.. It's definitely made me go back to stores where I can see the product for certain things.