[fredkbloggs]

You may be right about Amazon's intent, I don't know. But Fiverr is no threat to Amazon's business model. Even if Fiverr's purpose were fake reviews (it isn't), reviews aren't a key component of Amazon's business model in the first place. And there are plenty of cheaper, faster, and less likely to create bad PR ways Amazon could put a stop to fake reviews if they really felt threatened by them. For starters, it would be very simple to (a) only allow verified purchase reviews if the user bought the product via Amazon, and (b) make sure all verified purchase reviews are shown before any others (or larger, or not greyed out, etc., etc.). The fact that Amazon hasn't done these things tells me they consider fake reviews a nuisance, not a threat.

[too_late]

You think a quarter-trillion dollary company hasn't thought about letting users freelance on top of the Amzn distribution model? Don't make me laugh! They want to play 'good guy' here because they can get easier data collection if they don't have to verify customers for reviews, and it allows for customer conversion if someone sees that the product is in fact what they want from reading the reviews. They want the identities for that very reason of removing who could be faking it, but I think you're absolutely right that they don't feel threatened by the reviews themselves.

Fiverr is the threat here, and that's a good thing. Either way, I'm buying from Jet from now on.