Amazon is going to have to address this issue. Just recently I was shopping for equipment for an upcoming camping trip. As a Prime member, by default I went to Amazon -- largely because of the volume of reviews. However, after locating the equipment I wanted and seeing several recent "Fake Alert!" reviews I ordered those items from Dick's and REI instead -- retailers I know are buying their inventory directly from the manufacturer. And Dick's actually had one of the items at a lower cost and with free shipping. Also, if Amazon's practice of bundling inventory from multiple marketplace vendors results in legitimate vendors receiving negative reviews for fake products, they're going to lose their vendor base.