In this episode of The Digital Executive, host Brian Thomas welcomes Shane Barker, CEO and founder of TraceFuse—the first Amazon terms of service (TOS) compliant negative review removal platform. With over 25 years of digital marketing experience and a history of working with Fortune 500 brands, Shane shares how he built a SaaS solution that helps Amazon sellers safeguard their brand reputation and revenue.

Shane explains the two-year journey it took to develop Trace Fuse, why existing tools fell short, and how his team combined AI with human oversight to successfully remove more than 14,000 non-compliant reviews for over 600 brands. He dives into common violations like competitor mentions, pricing references, and inappropriate language, while also reflecting on the limitations when unfair but compliant reviews can’t be challenged.

The conversation highlights how Trace Fuse balances automation with the human touch to stay fully compliant with Amazon’s rules, and why AI has become essential to scale review monitoring across hundreds of thousands of listings.

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