Emma Moore could have been the health and weight loss guru you spent your life looking for.
You might be forgiven for not knowing her work — after all, she has a common name, one that she shares with other similarly successful authors on Amazon. Until this week, she had dozens of health, dieting, cooking, and weight loss ebooks to her name. She published over a dozen ebooks on Amazon this year — five ebooks alone this month. And Moore would even work with other authors — like Nina Kelly, Andrew Walker, and Julia Jackson — who have all published about a dozen ebooks each this year as well.
Here’s the snag: to our knowledge, Moore doesn’t exist. None of them do.
Moore was just one of hundreds of pseudonyms employed in a sophisticated “catfishing” scheme run by Valeriy Shershnyov, whose Vancouver-based business hoodwinked Amazon customers into buying low-quality ebooks, which were boosted on the online marketplace by an unscrupulous system of bots, scripts, and virtual servers.
Catfishing isn’t new — it’s been well documented. Some scammers buy fake reviews, while others will try other ways to game the system.