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The Seattle Times reports that Amazon has filed three different cases with the American Arbitration Association that charge third-party sellers in its Marketplace with "creating or paying for fake reviews of their products. A significant percentage of the reviews for these merchants’ products, Amazon says in the filing, were from so-called 'sock puppets,' accounts of made-up people created to post gushing comments."

The story says that "Amazon asks the arbitrator to ban these merchants from using the Amazon website, as well as set aside the profits obtained illegally with the fake reviews in a trust with Amazon as a beneficiary. It also wants damages and for the merchants to pay legal costs."

This is just the latest move by Amazon to protect the integrity of its user reviews; it also has been going after the companies that advertise their ability to create false reviews on Amazon.
KC's View:
User reviews are an enormously important part of the Amazon experience ... and the company is right to do everything it can to protect their integrity.