#500 - Trust & Traffic: Amazon’s Dual Challenge - Scale and Scam

Built by Business: Amazon FBA, E-Commerce, Brand Building

Andy Isom | Amazon FBA Seller & Agency Founder

Amazon, Business, Amazonfba, Selling, Marketing, Entrepreneurship, Personalbusiness, Productbusiness, Ecommerce, Onlinebusiness

4.9 • 816 Ratings

🗓️ 4 August 2025

⏱️ 5 minutes

🔗️ Recording | iTunes | RSS

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Summary

Explore Amazon’s balancing act between unmatched shopper scale and relentless enforcement against fake‑review brokers in this episode of Built by Business: Amazon, E‑Commerce, Entrepreneurship. Discover how Amazon manages 326 million active shoppers globally, 45% U.S. online market share, and yet still battles pervasive review fraud networks. Learn about Amazon’s largest legal victory to date - seizing 75 fraudulent broker sites - and its 10‑year campaign blocking over 275 million suspicious reviews.

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Transcript

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0:00.0	How many of Amazon's hundreds of millions of shoppers can actually trust the reviews they read?
0:05.6	And how does Amazon manage unmatched scale while policing a global network of fake review brokers?
0:19.1	Welcome back to Built by Business.
0:21.1	I'm your host, Andy Isam, and on this podcast, we talk about all things Amazon, e-commerce,
0:26.7	and online business.
0:27.8	And today I want to share some interesting statistics that just came out this past week from
0:32.3	Amazon related to the number of active shoppers globally, as well as Amazon's biggest legal victory
0:40.2	yet. Amazon plays a delicate balancing act between growth and integrity. I think most people
0:47.5	have a good idea now of Amazon's massive scale. As of this year, July 2025, Amazon has around 326 million active shoppers
0:59.3	globally, capturing about 11.7% of all online shoppers worldwide. In the U.S., Amazon holds
1:08.0	45% of the online shopping market share, and almost 80% of its users are U.S.-based.
1:15.7	Amazon built its massive scale and reputation on speed and trust.
1:21.5	It was one of the first real e-commerce platforms to prioritize reviews.
1:26.4	Back in the early 2010s, shopping online was still relatively new.
1:31.9	People were hesitant to put their credit card on random websites to order stuff online. But
1:37.0	Amazon was one of the first companies to successfully gain the trust of the market. And reviews
1:42.8	of products helped them do that. However, early in the Amazon
1:46.8	era, sellers realized that having more good reviews on their product listings allowed them to
1:53.3	rank higher and get even more sales. And that's when we entered the era of the fake reviews.
1:59.3	But just recently, as of July 2025, Amazon just won
2:04.2	its biggest legal victory yet and seized more than 75 fraudulent review broker websites.
2:10.7	The first lawsuit for this was filed all the way back in 2015. And by 2023, Amazon had blocked 250 million suspected fake reviews.
	...

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