How this Mozilla Firefox feature will help users buying on Amazon, Flipkart

Users of e-commerce platforms like Amazon and Flipkart pose a great challenge from fake reviews. These counterfeit reviews are compelling the digital retailers to adopt better strategies to stop tricksters who are trying to improve product ratings with fraud content. For example, e-commerce giant Amazon removed tens of thousands of reviews identified as fake and has also pursued legal action against those spreading these fake reviews through Facebook groups. A couple of years ago, the UK’s antitrust regulator also initiated an official inquiry into this issue.

To tackle this problem, Mozilla started testing a new built-in “Review Checker” feature for its Firefox browser last week. The feature rates the reliability of a product’s customer reviews. In a statement to Verge, Firefox’s senior director of product management Byron Jourdan has also confirmed that the company is testing the functionality “with a limited audience in the United States”.