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The Amazon logo displayed on a smartphone and a PC screen. "We are investigating concerns that Amazon and Google have not been doing enough to prevent or remove fake reviews to protect customers and honest businesses," Andrea Coscelli, chief executive of the CMA, said in a statement. Misleading consumer reviews have proven to be a big problem in e-commerce, and Amazon is a prime target for brands looking to hype up their products online with fake, favorable write-ups. Last month, the company called on social media firms to help it weed out dishonest reviews. The Competition and Markets Authority began an initial investigation into the issue of fake reviews back in May 2020. Earlier that year, it had gotten Facebook and eBay to remove several groups and accounts that engaged in trading fake reviews. On Friday, the CMA focused on Amazon and Google, saying it was going to look into whether they had done enough to detect and remove fake reviews. The probe will also examine whether the companies penalize reviewers or firms to deter them from posting misleading scores. "We work hard to ensure that reviews accurately reflect the experience that customers have had with a product," a company spokesperson told CNBC. "We look forward to continuing our work with the CMA to share more on how our industry-leading technology and review teams work to help users find relevant and useful information on Google." It's the latest in a string of investigations into digital giants. Just three days ago, the European Union launched another antitrust probe into Google investigating whether the internet search giant was favoring its own online display advertising technology services. faux saint laurent bag