We’ve talked about online reviews before and how to spot the fakes. Amazon is trying to gain your trust by banning incentivized reviews. That's when the reviewer gets free merchandise in return for reviewing a product.

Under new Amazon guidelines, you can't create, modify or post content in exchange for any compensation including free or discounted items.

Before the new rules -- incentivized reviews were allowed if the reviewer disclosed they received products in exchange.

Now, the company will only allow reviews in exchange for goods through its Amazon Vine Program. Trusted reviewers will be invited to post opinions about new and pre-release items.