In other words, does Barnana Banana Brittle live up to its four-star hype? And to outside observers, it’s not clear why the Vine program shouldn’t also be subject to some suspicion of bias. The difference is often enough to push a product from a middling 50th percentile rating to the coveted 90th percentile. That doesn’t sound like much, but Columbia University business school professor Assaf Zeevi, who is not affiliated with Amazon but has in the past researched product recommendations and Amazon data, noted that in a scale that functionally ranges from three to five stars, even that slight bump can have a huge impact. The ban makes sense given that ReviewMeta’s June 2016 analysis of 7 million Amazon reviews suggests that the average rating in incentivized reviews skews more positive, by a 0.38-star difference.
This program sounds similar to an “incentivized review” arrangement, in which reviewers receive free samples in exchange for a review of the sample-a practice Amazon explicitly prohibits on its platform outside of the Vine program. If you love bananas and online shopping, you may have stumbled upon something on Amazon called Barnana Banana Brittle, a salty vegan treat made of “upcycled bananas.” If you wanted to know what an upcycled banana tasted like, you may have scrolled down and noticed that 20 of the 21 Amazon reviews at the time were labeled “Vine Customer Review of Free Product.” And if you’re like most people, you may have wondered what exactly that meant.Īccording to Amazon, the Vine program offers a way for vendors to provide free samples to select reviewers to increase the quantity and quality of customer reviews of those products.
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