Today I’ll pick on Amazon Product Reviews. However, this post applies to just about any online review system.
The problem with product (or service) reviews online is that many of them are completely bogus.
Even the ones that might not be bot generated or “sponsored” reviews are sketchy at best.
So how do I determine which product to buy when I know nothing about it?
First, I check my trusted resources.
- Whenever possible, I’ll buy from high quality places I trust like Ace Hardware and REI.
- I’ll ask friends and family.
- I’ll check with online acquaintances.
- I’ll look for recommendations buried in obscure user forums (like the Honda Fitfreak forum or the Early Retirement Extreme Forum.
Only then will I scan reviews on a sellers website.
I’ll read the 1-2 star reviews to see if I detect any patterns. The reviews often tell the real story about poor manufacturing, bad smells, sizing problems etc.
Then I’l scan a few 3 star reviews. Purchasers who rate 3s tend to actually use the product and offer more realistic assessments.
Only then will I look at the 5 star reviews. I disregard any reviews of “I just got this and haven’t used it yet but…”
I also skip any reviews that say “I received a free product but this is my unbiased review.” (not likely – that’s why they gave you a free product).
If there’s a preponderance of 5 star reviews, it usually signifies that the seller solicits good reviews by offering free product, upgrades or other marketing gimmicks.
But then, what do I do when all of this still doesn’t help?
I trust my instincts.
If something is far cheaper than other products and it is made in China, I can assume ot is poorly made of the cheapest components. Occasionally, that’s good enough for me (eg. my music stand).
If it’s a brand I’ve had good success with in the past, I will often pay more to get a known entity.
If it seems too good to be true – cheaper, better or significantly different than all the rest – it is likely not true. I don’t even bother purchasing this stuff anymore.
When in doubt, I do without.