You could tie ratings and reviews to a receipt. Maybe specify a separate portion of the invoice and receipt that is signed apart from the price or other sensitive data, so either party could "prove purchase" along with the review.

This doesn't stop them from creating false reviews if they are in cahoots with the "buyer" but those wouldn't show up in your web of trust.

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Right, and this is why it ought to include Web-of-Trust atop verifying by receipt. Amazon reviews are fake all the time—16k five-star reviews for bed sheets or plain salt and pepper shakers should be a red flag—so this would be a genuine improvement!

A friend of a friend saying it's good is worth 1000 anon reviews, and we are right to think so.

I get paid to write fake Amazon reviews. I also get a whole bunch of free stuff. Chairs, desk, umbrellas.