Online reviews can make or break a product. A five-star rating can push you to hit “Buy Now,” while a flood of one-star complaints might send you running. But here’s the problem—not all reviews are real.
Fake reviews are everywhere. Companies pay for positive ones, competitors post negative ones, and bots flood listings with misleading praise. So how can you tell which reviews to trust? Let’s break it down.
Look for Generic or Over-the-Top Language
Authentic reviews usually sound natural. Fake ones? Not so much.
- Too enthusiastic – If a review gushes about a product as if it’s life-changing, be skeptical. Phrases like “This is the best purchase I’ve ever made!” or “I can’t imagine my life without this!” are red flags.
- Too generic – Fake reviews often lack details. Instead of saying, “This vacuum is great for pet hair on carpet,” they’ll just say, “This vacuum is amazing!”
Real customers talk about specifics. If a review sounds like marketing copy, it probably is.
Check the Reviewer’s Profile
A quick look at the reviewer’s history can tell you a lot.
- Few or no other reviews – If the account only has one or two reviews, especially glowing ones, it might be fake.
- All reviews are five stars – Real customers don’t love everything they buy. If someone only leaves perfect scores, be suspicious.
- Same wording across multiple products – Some fake reviewers post the same phrases on different items. Copy and paste a sentence into Google—if it pops up on multiple listings, it’s a scam.
Watch for Timing Patterns
Fake reviews often come in batches. If a product gets a flood of five-star reviews in a short period, it’s likely the company paid for them.
Look for patterns like:
- A sudden spike in reviews right after a product launch.
- Multiple reviews posted on the same day with similar wording.
- An unusual mix of five-star and one-star reviews (indicating real buyers are pushing back against fake ones).
Be Wary of Reviews That Focus on Discounts
Ever see a review that says, “I got this at a discount in exchange for my honest opinion”? Those reviews often aren’t so honest.
Companies use “review clubs” to hand out free or heavily discounted products in exchange for positive feedback. Amazon has cracked down on this practice, but it still happens.
If a review mentions a discount, freebie, or “sponsored” post, take it with a grain of salt.
Check for Verified Purchases
Many sites, like Amazon, label reviews from customers who actually bought the item as “Verified Purchase.” These reviews are more reliable than those without the tag.
However, some scammers buy a product, leave a fake review, then return it—so don’t rely on this alone.
Cross-Check Reviews on Multiple Sites
If you’re unsure about a product, look beyond one platform. A product might have glowing reviews on Amazon but terrible feedback on Reddit or independent review sites.
Search for the product on:
- Consumer Reports
- Trustpilot
- Reddit discussions
- YouTube reviews (but watch out for sponsored content)
Seeing consistent praise (or complaints) across different platforms is a good indicator of whether the reviews are legit.
Trust Your Instincts
If a product’s reviews seem too good to be true, they probably are. Fake reviews are designed to trick consumers, but once you know the warning signs, they become easier to spot.
Before you click “Buy,” take a few extra minutes to analyze the reviews. A little skepticism can save you a lot of frustration—and wasted money.