Jason RetailGeek Goldberg

Jason RetailGeek Goldberg has most recently been quoted in an article called Amazon reviewers are trolling Ivanka Trump, but that won't decide her brand's fate. Jason RetailGeek Goldberg said, “Because Amazon gets so many more reviews and carries so many more [product lines] it's a much bigger challenge for Amazon to manually curate them. There are over 400 million products on the Amazon site, and a popular Ivanka Trump item could easily have 300 reviews, so it takes time for Amazon to discover an obviously fake review. Many retailers require a human curator to approve every review before it goes live on the site; Amazon does not.”. Jason RetailGeek Goldberg has been quoted a grand total of 6 times in 1 article.

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We've seen these 'activist reviews' for several years but they appear to be getting more common.

In some ways, these smear campaign reviews are the natural extension of 'funny fake reviews,' which have been occurring for a number of years. Amazon even embraced these joke reviews by curating a list of their favorites. So now that the 'funny' reviews have taken a negative turn, retailers need to crack down on them in order to preserve the credibility and trust in the whole review system.

Retailers are taking an aggressive stand to crack down on fake reviewers; Amazon has sued more than 1000, for example. In many cases, ratings and review are now more important than brand reputation to a product's success. So anything that affects the integrity of reviews is of great concern to marketers.

The optics of the President's daughter running a business that primarily manufacturers in Asia is likely to be an ongoing challenge. The other wildcard in all this is if Ivanka does in fact move to Washington and takes an active role in her father's administration. In that case, her company could shift from a celebrity brand being run by its founder, to a more arm's length licensing deal, and that probably makes the company far less valuable.

Because Amazon gets so many more reviews and carries so many more [product lines] it's a much bigger challenge for Amazon to manually curate them. There are over 400 million products on the Amazon site, and a popular Ivanka Trump item could easily have 300 reviews, so it takes time for Amazon to discover an obviously fake review. Many retailers require a human curator to approve every review before it goes live on the site; Amazon does not.

At the end of the day, retailers that were already carrying Ivanka Trump are likely to continue to carry it as long as it's justified by sales, but it could be tougher to convince new retailers to add the line, given that most retailers won't see enough up-side to justify the potential controversy.

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