If an online review system can be perfected, Amazon vows to get there first.
The e-commerce company is rolling out a series of changes to how different reviews are prioritized on its website, giving more prominence to newer reviews, those written by verified purchasers, and ones that are up-voted the most by other customers.
Before the change, an item’s rating in the five-star system was the average of all reviews. Now, the rating given by high quality reviews will influence the average rating more than low quality ones.
Amazon has accumulated more than 35 million reviews, far too many to be individually vetted by human eyes.
