As the leading online retailer in the US, Amazon sells just about everything. (Like the logo says, from A to Z.) Whether you are shopping online for a cheap portable charger, eco-friendly cleaning supplies, or headphones for your kids, Amazon is likely your first stop. And when it’s time to choose between similar-looking products, most folks rely on user reviews.
The trouble is that many Amazon reviews are fake. Unscrupulous or desperate sellers pay for glowing reviews, and some offer gift cards or free products in exchange for five-star ratings. Occasionally, sellers will even solicit false negative reviews on competing products. It’s tough to identify what’s real with certainty, but you can reduce the risk of being conned when you know the warning signs. We’ve compiled some tips that can help.
Fake Amazon Reviews
If you are shopping on Amazon, there is a good chance you’ll see some fake reviews. The majority are positive, extolling the virtues of a product in suspiciously glowing terms. Short five-star reviews are likely intended to game the system by boosting a product’s ranking and visibility. But there are also more subtle attempts to persuade you to buy, where paid reviewers will go into some detail, maybe share photos, and even include a con alongside many pros. They might score a product four out of five stars, for example, which can be very convincing.
Some sellers engage in paid negative reviews designed to criticize competing products. They are typically one-star reviews that focus on cons and will often mention another product that compares favorably to try to steer you toward it.
How Amazon Sellers Get Fake Reviews
Sellers want to increase their sales, and reviews can do that. The reviewers want to earn cash or free products. That’s why the fake review marketplace is thriving. There are overseas companies selling blocks of positive reviews, social media groups that organize teams of reviewers, and companies that offer all kinds of incentives to persuade genuine buyers to leave a favorable review. Sellers also provide refunds or other rewards to convince buyers to remove or edit negative reviews. Reply All’s The Magic Store episode covers some common scenarios and is a fun listen on the topic.
How to Avoid Fake Reviews
We are not talking about big-ticket items and major brands, where you can easily find legitimate reviews in the media (though counterfeits are a whole other problem). If we may be so bold, you can find genuine product recommendations and honest reviews here at WIRED.
However, most fake reviews target affordable items from unknown brands that only have reviews on Amazon. While it may not be possible to avoid false reviews, you can reduce their impact on your purchasing decisions.
Start by confirming the product reviewed. Some listings have multiple products or switch the product listing to a newer version but still have older reviews attached. Your first step is to switch the reviews list from Top reviews to Most recent to find out what the latest buyers are saying.