Eh, I'd treat them as ads. The person is paid to review them, the manufacturer can pay to have that review displayed on Amazon, clearly marked as "Sponsored Content". Amazon's already showing ads, so there's precedent.
but then I feel like the point of an ad that looks like a review is to intentionally mislead. Even if it's labeled sponsored content, the idea that it looking like an ad would be better than a normal ad admits a level of knowing that it's misleading.
ads should look like ads, and reviews should be left to real humans.
I agree; that was my intention with the 'clearly marked as "Sponsored Content"' bit. At a bare minimum, if it's clearly marked it can be flat out ignored or even filtered out.
