Can You Trust That Product Review? Expert Reveals How To Spot The Fakes

11-02-2025
Online shopping has become the preferred choice for most consumers, outpacing traditional in-store shopping. However, with this convenience comes a certain level of trust that the product you see on screen will live up to expectations.
Online reviews have become a useful way to see if the product will be right before we buy, but how many of these reviews can shoppers actually trust? A 2023 GOV.UK report found that 11% to 15% of all reviews on e-commerce platforms within consumer electronics, home and kitchen, and sports and outdoors product categories are likely false. This causes an estimated £50 million to £312 million yearly harm to consumers.
Luckily, data collection experts at SOAX have shared valuable tips on how to spot fake product reviews so that you can shop with confidence.
1. Check for over-the-top language or generic phrasing
Fake reviews often contain exaggerated, overly positive language like “life-changing” or “best product ever!” without any specific details. Genuine reviews tend to be more balanced, mentioning both pros and cons.
Look out for overly generic phrases like “Great product!” or “I love it!” that don’t provide specific details about the product’s features, use, or quality.
2. Look for a lack of specific details
Authentic reviews often mention specific details about the product, such as its size, features, performance, and how it compares to similar items. Fake reviews may be vague or lack substance.
A review like “It’s amazing” without explaining why the reviewer feels that way is likely fake.
3. Watch out for reviews that are all positive or all negative
While products are just great sometimes, a product with a perfect score but only a few reviews might be suspicious, especially if they all sound similar or use identical wording.
Similarly, a product with an overwhelming number of negative reviews that are all highly critical might be manipulated, though this could also indicate an issue with the product so be mindful.
4. Examine the reviewer’s profile
Fake reviewers often have very sparse profiles or may have written only one review—especially if they are overly positive or negative about a product. Genuine reviewers tend to have a history of reviews for different products.
If you can, check if the reviewer has other reviews on similar products or brands. Fake accounts often don’t have varied activity.
5. Check the timing of the reviews
If a product suddenly gets a flood of reviews within a short period, especially with glowing feedback, it might be a sign that the reviews are artificially generated.
Look at the dates of reviews—if they seem clustered or come from accounts that have been active only recently, they may be fake.
6. Look for ‘Verified Purchase’ labels
Many platforms (like Amazon) label reviews as “Verified Purchase,” which means the reviewer has actually bought the product. While not foolproof, these reviews are generally more reliable than unverified ones.
Be cautious of reviews that don’t have this label, as they could come from third-party sources or may not be based on genuine user experiences.
7. Search for reviews across multiple platforms
If you’re unsure about a product, try looking up reviews on other websites (e.g., Google, Trustpilot, Reddit). If a product has overwhelmingly positive reviews only on one platform, it might indicate manipulation.
Cross-referencing reviews can help provide a more balanced picture.
8. Beware of duplicate or similar phrasing
Fake reviews may use identical or nearly identical wording across multiple listings or products. Pay attention to patterns in phrasing—if several reviews sound suspiciously similar, they may have been written by the same person or automated system.
Some platforms allow you to report duplicate reviews if you suspect something is off which will help your fellow shoppers in future.
9. Look for inconsistent product details
Fake reviews often describe a product in a way that doesn’t match the product’s actual features, specifications, or appearance.
Check if multiple reviews mention the same features that are either inaccurate or don’t align with the product description.
10. Check the reviewer’s tone
Fake reviews often have a robotic or formulaic tone. They might focus only on selling points without any emotional engagement or feel like a promotional piece.
Real reviews tend to have a more human touch, discussing experiences, and addressing potential issues honestly.
11. Use review tools
Websites like Fakespot, ReviewMeta, and others can analyse and flag suspicious reviews. They work by analysing patterns in reviews and comparing them against known review manipulation techniques. You can use these tools to get a quick idea of a product’s review authenticity.
12. Check for conflicting reviews
If a review says something very different from others (e.g., a glowing 5-star review amidst several critical 1-star reviews), it might be fake or biased. On the other hand, conflicting reviews can also highlight different experiences with the same product so trust your judgement.
Stepan Solovev, CEO & Co-founder at SOAX commented on the study: “With the rise of fake reviews, both consumers and retailers face a growing challenge. Retailers are investing millions in advanced technologies to detect and filter out fraudulent reviews, but the issue persists.
“As more shoppers rely on online reviews to make purchasing decisions, the need for trust is paramount. Consumers need to be able to trust that the products they’re buying will meet their expectations, not only to reduce the likelihood of returns—an additional cost for retailers—but also to mitigate the environmental impact of returns, which often involve unnecessary shipping and waste.
“In this digital age, where information is abundant but not always accurate, transparency in online reviews is more crucial than ever.”
Article courtesy of SOAX
Sources: https://www.gov.uk/government/publications/investigating-the-prevalence-and-impact-of-fake-reviews
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