97 percent of people read product reviews, but how to tell if the reviews are fake
Most shoppers trust online reviews as much as they trust a friend’s recommendation, but not every review is always from a real person.
Online shopping has made it easy to buy just about anything, from kitchen appliances to warm winter clothes, with just a few taps on your phone. However, with this convenience comes many opinions and reviews from other shoppers, which many people rely on to make decisions before they hit the checkout button. The problem is that not all of those reviews are what they seem. It’s important not only to read product reviews but also to know how to tell the difference between a fake and a real one.
How to tell whether a review is fake or real?
Did you know that nearly all shoppers, about 97% of customers, read product reviews before buying something? That number alone tells you how much people trust online reviews compared to traditional marketing information. Beauty editor Sarah Eggenberger shared some practical tips for spotting genuine reviews in a recent segment by TODAY All Day.
She explained that, to start with, look at the most recent reviews and those marked as “verified purchases.” Pay extra attention to three-star reviews, rather than just focusing on the highest and lowest ratings. She added that five-star reviews can sometimes sound overly excited and lack specific details. On the other hand, one-star reviews might come from people who are upset but not really saying much about the product itself.
Three-star reviews usually tell you more about the product than any other rating. “So look for your three-star reviews and then also real use cases”, she added. People want to know from those who have actually used the product and shared their experience, like it was good, it was too small, or the product was durable.
Sarah also gave a good example from her own experience. When she was looking for a full-length mirror for her daughter, she noticed several reviewers mentioned that the mirror had a bad smell, something you wouldn’t expect from a mirror at all! Those comments were so consistent that it made her not buy that mirror, which is why it’s important to note the pattern, or a recurrent issue in the reviews.
There are also some signs that a review might be fake. If you see a lot of reviews appearing in a very short time, that’s a red flag. Also, if multiple reviewers use the same generic phrases like “great product” or “absolutely love this,” it might mean they’re bots or hired to create fake reviews. Additionally, be cautious of reviewer profiles that have reviewed only one product or have reviewed many products in just a few days.
Beyond written reviews, user-uploaded photos also tell you a lot about a product. Marketing photos are usually heavily edited, while real photos from a customer can show the product’s size, color accuracy, and condition on arrival. But, beware when looking at photos, too, as some websites use others’ photos for reviews.
It’s a great idea to compare reviews from different retailers. If several stores have similar feedback, it may mean the reviews are trustworthy. But if one store has glowing reviews while another has complaints, it’s worth investigating further before you buy.
Additionally, there are some tools you can use to analyze the authenticity of reviews on sites like Amazon. One TikTok creator with over 2 million followers checked a smartwatch that had a perfect five-star rating. The Fakespot analysis gave it a “B” grade and flagged 15% of the reviews as potentially fake, adjusting the rating down to 4.6 stars. Because of this, the creator decided not to buy it.
Why this matters
E-commerce in the United States skyrocketed to over $316.1 billion in sales during the last quarter of 2025, according to the U.S. Census Bureau. This number keeps rising, along with the sheer number of products and reviews that shoppers browse every day. Many people make quick buying decisions while juggling multiple tasks, and often ignore reviews. As a result, they sometimes end up with items that don’t meet their needs.
A product that goes viral on social media or climbs to the top of a search result is not automatically good. These products often become popular due to high sales and many reviews, which can sometimes be misleading. A product might have thousands of positive reviews and a perfect rating, yet it could still be poorly made or not what it seems to be. Many shoppers can easily be influenced by these reviews without considering potential issues.
The best way to shop wisely and avoid scams is to view reviews as just one piece of the puzzle. It’s important to check with reliable sources like Consumer Reports or Trustpilot. Ask friends or family who have used the product for their opinions. Look for common complaints in reviews, not just the positive comments. And remember, if something sounds too good to be true, it often is.
