I wish Jeff Bezos would try buying a travel adapter (among many other items I've tried to buy recently) and tell me that it's a customer friendly process: https://www.amazon.com/s/ref=sr_pg_1?rh=i%3Aaps%2Ck%3Atravel...
There are approximately 5 actually different adapters sold under maybe 50+ brands, and all the reviews are so padded with 5* free reviews, it's tough to know which ones are crap and which are good.
Reviews aren't as important for retailers like Wal-Mart that curate their products. But for a marketplace like Amazon, reviews are absolutely critical to prevent scams. I hope Amazon realizes the enormity of this issue and is working on it.
I believe Amazon should:
1. Fix the reviews. Disallow giving items for free or reduced prices in exchange for reviews. This may have worked originally for books, but any benefit received now is far out shadowed by the negatives. Alternatively, just limit it to 5 total free / reduced reviews per product to limit the negative effect. Police this policy heavily.
2. For the duplicate products (where one identical product is sold under 10 different brands, like in the travel adapter example above): Group the products together, and choose the brand like you might choose the color or size on a t-shirt. I recognize that there isn't a UPC numbering system that makes this easy - but there are probably only a few thousand items required to group together to make the buying process a lot easier for a large percentage of purchases.