Quite a few consumers rely on product reviews in order to make online purchase decision. But which of these reviews are real? Are they reliable? According to a recent survey data, 33 percent of consumers believe they saw “a lot” of fake local business reviews in 2018.
In an analysis by the Washington Post, a majority of reviews in certain Amazon product categories are fraudulent or paid. This is further supported by a more recent analysis from Fakespot, which analyzes and grades review content on Amazon.
According to Fakespot, the top 10 product categories with the highest precentage of fake reviews on Amazon are:
- Wireless headphones/earbuds
- Phone cases and screen protectors
- Smart watches
- Phone charging cables
- Third party apple accessories/any other known brand (Fitbit, Gopro, Garmin)
- Anti-aging creams
- Hair-loss products
Clothing: popular sneakers from Adidas or Nike
Supplements and Vitamins: Any supplements or vitamins claiming wondrous medical benefits in the reviews
Fakespot reports that inauthentic reviews actually dominate the product categories above. In other words, there is a greater percentage of fake reviews than legitimate ones:
- Electronics: 61 percent
- Beauty: 63 percent
- Sneakers: 59 percent
- Supplements: 64 percent
Steps have been taken by Amazon on numerous occasions in the past to crack down on fake or incentivized reviews. Although these steps have been taken, it still has yet to solve the problem. The problem is particularly acute with Chinese sellers and manufacturers on Amazon.