To Pay or Not to Pay
Reviews. The bane of every writer’s life. We love the good reviews and we are crushed by the bad. After all, our books are our babies and no one likes being told their baby is ugly. So we watch and wait, holding our breath, until the reviews start rolling in on each new release. We weigh whether we should pay to have professional reviewers and bloggers review our book. We have heard the calls from the hucksters, all telling us that for a low investment of some of our hard earned money, they guarantee a certain amount of stellar reviews. We ask our friends, family and friends to post their reviews. And we wait, wondering why folks say what they do in reviews and praying those bad reviews are outweighed by the good.
Authors gaming the review system is nothing new. In fact I should correct that last statement to say that publishing professionals gaming the review system is nothing new. There have been paid reviews probably as long as there has been publishing. The focus, over the last few years, has been not on the paid reviews from magazine — and bloggers — but on those paid reviews that show up as ordinary customer reviews on sites like Amazon.
Back in April, Amazon took steps to bring a halt to fake reviews. At that time, the target of its legal team was the site with the oh-so-original name buyamazonreviews.com. In that suit, Amazon alleged that the owner of the site was being paid for reviews of products that had never been read or used. In other words, pay the defendant a certain amount of money and he would give you a glowing review, whether your product deserved it or not. As a result, most of the sites like the one referenced earlier have shut down. But that didn’t end the problem.
In a new move to stop fake reviews, Amazon filed suit against more than 1,000 people it alleges have been offering to write fake reviews. These people are part of the Fivver community. From what I understand, Fivver is a site where you can post your services, whatever they might be, for the grand sum of five dollars. Amazon, concerned about what these Fivvers might actually be offering, had its own employees/agents contact members of the Fivver community. Not everyone they contacted offered fake reviews but a number did. It is alleged that, among other things, some of them said the caller could write the review they wanted posted, email it to the Fivver member and that member would post it to Amazon using their own Amazon account. No need to read the book. Then there was the one who said to mail an empty box or mailing envelope to give the appearance that they had mailed the book to be “reviewed” to the “reviewer”. Others allegedly said they would not read the book even if sent to them but they would give it a great review. Fast forward to this month and yet another lawsuit filed.
As you can imagine, there are some folks out there who are seeing evil in this, not from the part of the paid reviewers but on Amazon’s part. After all, if they are going after the paid reviewers, what are they going to do to the poor author who paid for those reviews? What if the author didn’t know their agent or publisher or mother/brother/uncle/friend paid for the reviews to help them?
I can’t speak for Amazon but I have a feeling what we will see happening is that a number of reviews will simply drop off the site. These reviews will either be directly tied to the sites Amazon has suspicions about or will have key phrases that are oft repeated across other reviews. It is easy enough to code a data crawler to find such similarities. It is basically the same sort of tool that schools use to determine if a paper contains any plagiarized parts.
Amazon might go one step further. Right now, if you look at Amazon customer reviews, you will see some from verified purchasers and then those that aren’t. A verified purchaser is someone who actually purchased the item from Amazon. The only problem with this is it doesn’t reflect those who borrowed a book or short story under the Kindle Unlimited program. This may be the point where Amazon needs to add that as one of the descriptors. I know a number of authors, and readers alike, who have been asking Amazon to do just that. At least that way, people who look at reviews before buying something would have an idea if the reviewer actually put down money on the book in question.
There is always the possibility that Amazon will require you to have purchased an item from them before you are allowed to review it. I’ll admit to being torn about this option. That would keep reviewers like Shiny Book Review from posting reviews on all sales sites. It would kick out reviewers who receive free copies of books unless Amazon has them register as reviewers. This is a path I’m not sure I want to see them go down.
Right now, Amazon gives more weight to reviews written by verified purchasers. As they should. I know that when I look at reviews, I tend to pay more attention to those written by people who have “verified purchaser” listed under their names. I know they might have left a review without actually reading the book but the likelihood is less than it is for those reviewers without the VP notation.
The bottom line, however, is simple. Paid reviews are a way of gaming the system. Amazon — and other sites like it — can make it harder to find folks to do them, but where there is a will, there’s a way. Someone will find a new way around the system. But, as a reader, I put more weight on those reviews written by folks I know bought the book and this is why I want to see Amazon note those who borrowed it under the KU program. They, too, pay for what they read even though it is a subscription fee and not a per book fee. If I’m getting a royalty for it, they’ve paid for it in my opinion.
Amazon is not the big bad in this case. It is actually protecting its customers and the writers who use it as a sales platform. For that, I thank them.