People often accuse reviewers of being dishonest but it appears users reviews aren't objective either. An article at Mail Online reveals there are agencies that charge £5,000 or more to publish fake book reviews on the pages of rival publishers on sites like Amazon:
Authors are turning on each other, agencies are charging up to £5,000 to place favourable fake reviews and Amazon has recruited a team of amateur critics to restore the balance.
Nathan Barker, of Reputation 24/7, offers a service starting at £5,000.
He said: ‘First we set up accounts. For a romance novel we’d pick seven female profiles and three males.
‘We’d say we like this book but add a tiny bit of criticism and compare it to another book.’
Mr Barker claims this is common practice among publishers.