Research conducted by Which? has revealed that one in ten Amazon shoppers may have been offered incentives in exchange for five-star product reviews in the past year.

Reacting to this, co-founder of comparison site Choosewisely.co.uk said: “The findings from Which? about the presence of incentivised reviews on Amazon should be a major cause for concern for consumers and online marketplaces alike. This practice of manipulating reviews undermines the trust that consumers place in online product ratings, and it’s high time for decisive action to be taken to combat this deceptive behaviour.

“The impact of fake reviews goes beyond misleading consumers; it could have serious consequences. Shoppers may end up with poor-quality or even dangerous products, therefore it’s essential that online marketplaces take swift and robust measures to address this problem”.

Tara explains that spotting a fake review can be challenging, but there are several telltale signs to watch for:

Extreme Positivity: Genuine reviews often have a balanced tone, but fake ones tend to be overly positive.
Vague Details: Legitimate reviewers tend to provide specific details about their experiences with a product, while fake reviewers may offer vague or generic statements.
Timing and Frequency: A sudden influx of positive reviews, especially around the same time, can indicate manipulation.
Lack of Real-Life Context: Authentic reviews often include personal anecdotes and specific scenarios. Fake ones may feel generic and disconnected from real-life.
Review Merging: Occasionally, fake reviews are merged with other unrelated products to boost ratings. Be wary of unusually high ratings for unrelated items within the same product listing.
Review Date: If a product suddenly has a flood of new reviews on a specific date, it might be an indication of review manipulation.