I love online shopping. I hate stores, I hate lines, and the idea that almost anything can show up on my porch in a day or two is magic.
But I rely on reviews to decide what to buy, and lately a lot of them seem a little too glowing. Some are written by people who got the product free. Some are written by people who don't exist at all.
The Federal Trade Commission banned buying and selling fake reviews in 2024, and the big stores are trying to crack down. But there are millions of products, and plenty of fakes still get through.
How to read reviews
- Start with the 3-star reviews. They're the most honest. People who loved it or hated it tend to exaggerate; the "it's fine, but…" crowd tells you what you need to know.
- Sort by newest. Products change. A sea of five-star reviews from three years ago doesn't help you if the latest ones say it broke in a week.
- Look for details. Real reviews mention specifics: "fits a 13-inch laptop with room to spare," "the strap broke after two months." Fake ones say "Great product! Highly recommend! Five stars!"
- Watch for copycats. If a bunch of reviews use the same odd phrases, or all came in on the same few days, something's up.
- Be wary of "I received this product free." Not every one is fake, but they're rarely critical.
- Check the photos. Customer photos of the product in someone's actual kitchen are hard to fake. Polished photos that look like the ad are not.
Watch out for AI-written reviews
Some fake reviews are now written by AI, which makes them smoother and harder to spot. Clues: they're oddly perfect, they list features like a product description, and they never mention anything personal. Real people complain about the packaging, mention their dog, and make typos.
Many stores also show an AI-written summary at the top of the reviews. It's handy for a quick overview, but it's a summary of all the reviews, fake ones included. Use it as a starting point, not the final word.
Look beyond the store
- Search for the product name plus "reddit" to find real people's opinions, warts and all.
- Check an independent review site like Consumer Reports or Wirecutter for bigger purchases.
- Look up the brand. If you can't find a website, a phone number, or any history for the company, think twice.
- Ask your friends what they bought and whether they'd buy it again.
And if you still get burned
Check the return policy before you buy, especially from third-party sellers on big marketplaces. And when you do get a dud, leave an honest review. You'll be helping the next person who's reading the 3-star reviews.