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Unverified reviews may be being used to artificially boost products, says consumer group Amazon's customer review system is being undermined by a flood of "fake" five-star reviews for products from unfamiliar brands, a new investigation claims. With headphones, all the products on the first page of results sorted by average customer review were from little-known brands and 87% of more than 12,000 reviews for these products were by unverified purchasers. Seventy-one per cent of the headphones had perfect five-star ratings, while some included reviews for unrelated products such as soap dispensers. One set of headphones made by the brand Celebrat had 439 reviews. All were five-star, all unverified, and all arrived on the same day. Amazon said in a statement: "[We] invest significant resources to protect the integrity of reviews in our store because we know customers value the insights and experiences shared by fellow shoppers. We have clear participation guidelines for both reviewers and selling partners and we suspend, ban and take legal action on those who violate our policies." A Guardian analysis also recently found that some items on Amazon are bundled together when they share a title, even if they are a different translation of a book or a remake of a film, making it difficult for readers to know which version they are buying.