Amazon has changed its policy regarding online consumer reviews. In an attempt to stop the increasing impact of ‘false feedback’, users will now be limited to posting five reviews per week if they have not bought from the store. The move will stop users selling positive comments and is expected to help increase user trust in the site's review section. This has come hot on the heels of the recent decision to ban ‘incentivised reviews’, where the company allowed users to post a review in exchange for a free item from sellers “as long as they disclosed that fact”. Retail analyst, Patrick O'Brien, said of the decision that it made “a lot of sense”, and that it made Amazon’s review system “far superior to those of competitors”.