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There is still a strong argument, however, that there is no substitute for striving to provide quality products and great customer service as these strengthen a business anyway, ensure that reviews are positive, and should ultimately win over short-term deceptive practices. According to the recent BBC investigation of the problem, buyers are offered full refunds on products bought on Amazon in exchange for positive reviews. This practice is believed to be something that was driven underground back in 2016 after Amazon introduced measures designed to prohibit 'incentivised reviews' i.e. businesses offering customers free goods in exchange for positive reviews.

But if you are looking for traffic to various products, then this is the right place to go. The Demographics report shows Brand Owners the breakdown of their Amazon customers (in aggregate) by household income, education, age, marital status, and gender. This information will enable the Brand Owners to assess the need for and success of targeted marketing campaigns and make product portfolio decisions based on customer penetration by demographic. This report is only available in the United States.

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