The e-commerce megastore (NASDAQ:AMZN) is presently in its busy season. Yesterday was the Cyber Monday, and the holiday season is just around the corner when the business is expected to be even better. Amazon has been busy internally too, cracking down on reviews posted in exchange of incentives. That was in October.

The online marketplace has now revealed that they are placing a limitation on how many product reviews a customer can post in a week. From now on, reviewers can post a maximum of five reviews every week on items that have not been purchased directly at the online store. However, there are still no restrictions on items purchased on the store.

Amazon’s Policy Change

Amazon issued a statement which said, “Customers can now only submit a limited number of non-Amazon Verified Purchase reviews a week. The limit is five and the count is calculated from Sunday at 12:00 a.m. UTC through Saturday 11:59 p.m. UTC. Customers’ ability to submit Amazon Verified Purchase reviews will not be impacted”.

A mail about this policy shift has already been sent to people who keep posting a large number of reviews. The business has identified them already.

Observers are saying that Amazon’s (NASDAQ:AMZN) policy change it to stop false reviews, which has been a problem for the online store for some time now.

It is their latest step to keep the store trustworthy. Earlier this year, the store started suing sellers for posting fake reviews. Tougher restrictions were also imposed later, on businesses that were offering free products in exchange for customers rating them higher. This is an important issue for the company, as customers will often buy items on the store after seeing its rating and reading the reviews.

These new rules won’t be applicable for books, though.

The updated rules have been posted in the Customer Service section of the web store.

Changes Impress Observers

Patrick O’Brien, who is a retail analyst, is impressed with these changes at Amazon. “The change makes a lot of sense. The new rules will make it very difficult for people who are trying to make money by selling fake reviews. It does show Amazon is taking this matter seriously”, he says. Patrick is happy with the clampdown on bogus reviews as well.

He is confident that the web store is going to offer even more value after these changes.