Large majorities of consumers rely on product critiques to help make online purchase decisions. Yet what percentage of those reviews are usually reliable and authentic? According to current survey information , 33 percent of consumers think they saw “ a lot” of fake local business evaluations in 2018.
Paid or fake reviews widespread on Amazon. Based on an evaluation by the Washington Post , most of reviews in certain Amazon product groups are fraudulent or paid. Which is supported by a more recent analysis through Fakespot , which analyzes and grades evaluation content on Amazon.
According to the company, the top 10 item categories with the highest percentage associated with falsified reviews on Amazon are usually:
- Wi-fi headphones/earbuds
- Phone situations and screen protectors
- Smart watches
- Mobile phone charging cables
- 3rd party apple accessories/any other known brand name (Fitbit, Gopro, Garmin)
- Anti-aging creams
- Hair-loss products
Clothing: popular tennis shoes from Adidas or Nike
Supplements and Nutritional vitamins: Any supplements or even vitamins claiming wondrous medical advantages in the reviews
As one example, Fakespot says that will only 32 percent of evaluations on Amazon for its Ring Stay Up Cam are “ dependable. ”
Fake reviews outnumber real types. Fakespot reports that will inauthentic reviews actually dominate the item categories above. In other words, there is a better percentage of fake reviews compared to legitimate ones:
- Electronics: 61 percent
- Beauty: 63 percent
- Sneakers: 59 percent
- Supplements: 64 percent
Amazon has taken steps different times in the past to crack upon fake or incentivized reviews. Yet this has obviously not solved the issue. The problem is especially acute with Chinese sellers and manufacturers on Amazon . com.
We reached out in order to Amazon for comment and are waiting for a response. The company previously issued the statement to the Washington Post about review integrity on its web site: “ We know that millions of customers create informed buying decisions everyday making use of Customer Reviews. We take this obligation very seriously and defend the particular integrity of reviews by taking intense action to protect customers from unethical parties who are abusing the testimonials system… ”
Why you should care. Truthful sellers lose. Amazon’ s large volume of product reviews have helped the website become the go-to destination for product search . The issue and pervasiveness of fake evaluations on Amazon is not well or even widely understood by consumers however it is by many Amazon merchants, who seem to complain about the issue on Amazon seller discussion boards .
Given what is the value of at stake with reviews, which impact rankings and purchasing behavior, you can find significant incentives to try and cheat. After that it becomes much more challenging for those pursuing the rules (especially smaller sellers) in order to compete.
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