The retail giant Amazon has launched an upgraded customer reviews system in the US. The e-commerce website developed an in-house machine learning platform, which mutes out the fake reviews, while surfacing only the genuine ones.

“The system will learn what reviews are most helpful to customers and it improves over time,” Amazon spokeswoman Julie Law said in an interview. “It’s all meant to make customer reviews more useful.”

This artificial intelligence system prioritizes the newer reviews with higher upvotes from verified buyers, over the older reviews. Also, the reviews flagged as useful from the verified buyers will be pushed up in the list. This machine learning technology is currently deployed for US only; however, there is no official announcement from Amazon whether this feature will be available for other countries.

The upgrade was implemented with effect from last Friday, although no difference on the website has been noticed yet, but this new platform will gradually start altering their star ratings and top reviews. The star ratings and reviews are a crucial part of Amazon for over two decades, because they are the factors that determine the accountability, popularity and quality of any item sold on the website as the customers cannot touch or test it before making a purchase.

Amazon is the biggest online retailer of goods and a trustworthy portal for the customer, so it has to be careful while implementing this upgrade. According to reports, the company sued a bunch of fake and phony reviews that were made on some products.

Must Read: Amazon upgrades review system with machine learning to avoid fakers

Law also stated that the system was inspected very closely before implementing, but declined to answer any questions relating to the time taken in developing the system. She stated “It’s just meant to make things that much more useful, so people see things and know it reflects the current product experience.”

Amazon has been long known for phony and mocking reviews made for some mundane products like Hutzler 571 Banana Slicer, or the Mountain Three Wolf Moon shirt and they were upvoted enough times to make them the featured reviews. With this upgrade, such useless and moronic reviews are expected to be replaced with more useful and genuine reviews. These reviews, although show the finest amount of creativity that can be seen on the internet, and their replies are even more hilarious.