on Christian Editing site:
When I first started blogging, back in September 2011, there were almost no restrictions to reviewing on Amazon. Someone could create a buyer account on Amazon, buy something, and 24 hours later they could review any product on any Amazon site.
Yes, any product. On any site. Amazon has never placed any restriction on who can review what. You don’t have to have purchased the product on Amazon to review that product—which is good news for book bloggers. Bloggers often receive free copies from authors or publishers, from book tour companies, from reviewing sites such as NetGalley, or from sources such as the library.
Amazon allow customers to review whether or not they have experienced the product (i.e. read the book). However, Amazon also recognise that potential customers place more trust in reviews where the reviewer has experienced the product. Amazon acknowledged this by introducing the Amazon Verified Purchase badge, and AVP reviews are now shown ahead of non-AVP reviews.
But as Amazon gained a reputation as the powerhouse of online shopping, sellers attempted to game the reviewing system by posting fake reviews. Amazon responded by tightening and clarifying the reviewing guidelines—an ongoing process.
In this post, I’m going to highlight some of the background to these changes.