Is That Review Real Or Fake?

            You probably look at customer reviews before you buy almost anything online.   But you also know that some of the reviews may have been written by paid reviewers, company employees, competitors or people who just have too much time on their hands.  These signs will help you spot the real from the fake.

Signs the review may be fake:

• It sounds like an ad.   The reviewer repeats the company name, model number and features (from the product description).  For example, “You won’t believe your eyes when you see the picture on this (brand name) flatscreen.  Don’t bother to look at other models.”

• The reviewer is anonymous.   That’s a red flag.  If you can, look for reviewer profiles so you can see what else they have reviewed and generally how positive or negative they may be.

• The review is completely one sided – either positive or negative.  Is anything absolutely perfect? 

   

  Signs you should look for:

• The reviewer actually purchased the item.  He or she may post pictures from a hotel you are considering.  On Amazon, look for a review marked “Amazon Verified Purchase.”  Also, reviews labeled “Amazon Vine” are from trusted reviewers who gave their opinions in exchange for free products.

• The product or service has many reviews.  Check for even more reviews on other sites by searching the product name followed by “reviews.”  Get as many opinions as you can.

• The reviews have pluses and minuses.  For example, “This TV is great for gaming and watching sports and the size is perfect.  I’m happy with the purchase but the audio quality could be better.”

• The reviews show a consistent theme.  If several reviewers mention the same problem (e.g. the sheets fade after repeated washings), you might do more shopping.