Don't get duped: spotting fake reviews to boost your amazon sales

Fake reviews are out there more than you might realize.

Desperate or uncaring sellers will pay or offer free products for glowing reviews and use other tactics to get fake 5-star feedback. Some will even solicit negative reviews against their competitors.

Identifying fake reviews can be a challenge.

Removing fake negative ones can even be a much more challenging feat.

But there are ways.

Understanding the Impact of Fake Reviews

Fake product reviews:

  • Distort product ratings
  • Unfairly skew the playing field
  • Jeopardize customer confidence

The consequences for consumers and legitimate businesses are significant.

Per a UK study, about 11% to 15% of all reviews on e-commerce platforms for common product categories — consumer electronics, home and kitchen, sports and outdoors — are likely fake.

And that’s just a handful of categories. Across the board, fake Amazon reviews have become a bane for Amazon sellers.

Honest sellers suffer when bad actors in the same space, or those selling similar products, erode customer confidence with fake reviews.

Such reviews result in:

  1. Decreased sales
  2. Damaged brand image
  3. Loss of customer trust

Being proactive is your best solution as a seller, but where does that start?

Common Characteristics of Fake Reviews

Dealing with fake reviews begins with knowing how to spot the problem.

From fake product reviews to fake book reviews, even fake restaurant and movie reviews — in short, any posted review — a few common traits stand out.

  • Overly positive language without substantial backing
  • Vague language and lack of detail about product usage
  • Excessive use of personal pronouns to increase perceived credibility
  • Timing of reviews, such as many negative or positive reviews posted within a short period
  • Uninspired review titles like “Loved it,” “Great product,” “Cool,” etc.
  • Negative mentions of competing products
  • Wording similar to other reviews
  • Poor grammar and spelling mistakes
  • Use of unnecessary characters in the content

As a disclaimer, these are not sure-fire signs. Any of the above could be part of a legitimate review. They are, however, red flags worth pausing for a closer look.

Several of those characteristics together can be a definite warning sign.

Tips for Manually Cross-Checking Fake Reviews

If you have what you think might be a fake one, there are a few ways you can interrogate the suspect, so to speak, to confirm.

To investigate/confirm your suspicions:

  • Find reviews of the product elsewhere
  • Look up the brand online
  • Check the reviewer’s profile for authenticity and other review activities
  • Look for the Verified Purchase tags and compare them with review content

Above all, read reviews critically and spot patterns in language and rating anomalies.

Cross-checking verified purchases and reviews — for example, looking for instances where reviews are not associated with purchases — is a powerful strategy to spot fake ones.

Taking these steps helps in maintaining the integrity of your Amazon listings.

The AI Factor

Adding to the problem is AI’s ability to generate content on demand, introducing a set of issues to the scourge of fake reviews.

At the same time, AI also powers some tools in dealing with the growing problem of fake reviews.

Amazon, for example, now has fraud-detecting artificial intelligence that can investigate suspicious reviews by digging into the reviewer’s history, sign-ins, and relationships with other online accounts, including any connected to sellers of the products under review.

This technology will continue to evolve.

There are also private options, such as Fakepsot, an AI engine that works behind the scenes to alert customers as they shop.

The war between white-hat and black-hat AI frontier technologies will continue to escalate, and we’ll continue to update you with vital information in future posts.

As the famous quote goes:

Eternal vigilance is the price of freedom.

What to Do If You Spot a Fake Review

Avoiding getting a high number of fake reviews comes down to precisely that:


Taking proactive steps to cross-check reviews on your product listings and sniffing out suspicious reviews that could harm your brand is vital.

Remember, increasingly savvy customers will be as vigilant when considering your product. You’ll want as many of your reviews as possible to be above board.

What to do if you spot a fake one?

How can you report suspicious reviews?

Two main ways:

  1. Click on the Report button found below the review and follow the steps.
  2. Send an email to [email protected]
Report fake review amazon

What about negative reviews? Is there a way to handle those?

There most definitely is, and your friends here at TraceFuse specialize in doing that for you.

We invite you to watch this new 6-minute, high-level overview showing:

  1. How to handle negative reviews
  2. How we can help

Putting It All Together

Entrepreneurs who sell on Amazon are highly concerned with maintaining their brand reputation. Fake reviews damage that reputation over time.

Actions like:

  • Being aware of the latest ways to find and remove fake reviews
  • Encouraging your paying customers (Verified Purchase) to leave reviews
  • Learning how to cross-check reviews for authenticity
  • Reporting and removing fake reviews when you find them

will keep your brand strong and keep you winning.

Do these things to help spot (and avoid) fake Amazon reviews.

So, take that step to watch our quick video showing you how to remove the reviews that can damage your product sales, brand, and reputation.

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