Amazon's Choice. It helps Amazon's shoppers to better choose items when searches yield 10,000 items. The Amazon's Choice tag often triples the sales of the items lucky enough to get the tag. Many feel the tag can be misleading.
Senators Bob Menendez (New Jersey) and Richard Blumenthal (Connecticut), are Democrats who sent a letter to Amazon on Monday asking for more information about Amazon's Choice. Geekwire.com reported that they had this to say: “The badge may be misleading consumers into thinking the products that receive this distinction are the best available products. In fact, several ‘Amazon’s Choice’ products are reported to be defective or poorly manufactured.”
In a report from Buzzfeednews.com, many customers bought goods that turned out to be "Amazon-recommended crap". One John Hill purchased a skateboard tagged with "Amazon's Choice" and the product was definitely of poorer quality.
What Senators Want To Know
Blumenthal and Menendez want Amazon to explain how the recommendation tag is awarded, how the company deals with fraudulent reviews and whether employees review the products that earn the tag.
Fake reviews aren't cool. Although Amazon has fought to stop them, these dubious reviews are still around, plaguing the marketplace.
The following statement was issued by Amazon on all of this:
“Amazon invests significant resources to protect the integrity of reviews in our store because we know customers value the insights and experiences shared by fellow shoppers. Even one inauthentic review is one too many. We have clear participation guidelines for both reviewers and selling partners and we suspend, ban and take legal action on those who violate our policies.”
The Amazon's Choice Mystery
The Amazon's Choice is awarded to certain products/companies. How does Amazon share out their tags?
The company began disclosing some of the methodology last year, again from Geekwire.com: the company lists three specific reasons for conferring the status. The criteria vary by product, but based on GeekWire’s observations, the formula gives weight to average customer ratings of at least 4 stars, low return rates compared to similar products, popularity in Amazon search results, and eligibility for Amazon Prime delivery.