Can You Trust Reviews on Amazon?

All those “honest and unbiased” reviews for products received for free or deep discounts. How do they compare against reviews of products bought at full price? Fifth in the series, this article takes a look at the two groups of reviews and, really, are you going to be surprised by their findings?

By Kriti Agarwal and Rafe Needleman, BestReviews

On Amazon, the world’s largest retailer, user-generated product ratings matter. A lot. Consumers make billions of dollars of purchasing decisions that are influenced by the ratings other consumers give to products.

But on Amazon, it can appear that everyone likes everything.

We looked at 360,000 user ratings across 488 products in various categories [1], and found what is clearly an unrealistic proportion of 5-star ratings. Not all consumer products can possibly be this good:

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