Report: 30% of online customer reviews are considered fake
Of the online customer reviews analyzed in 2020, 30.9% were found to be fraudulent.
This is according to a new report from Fakespot, developer of artificial intelligence technology that helps users identify reviews and problematic online sellers. The report analyzed reviews from marketplaces supported by Fakespot – Amazon, Walmart.com, BestBuy.com, eBay, Sephora.com and the more than two million active e-commerce websites built on Shopify.
According to the data, fake reviews tend to increase based on 2018-2020 data. Fakespot expects fake reviews to hit an all-time high this holiday shopping season and anticipates an influx from Black Friday to Cyber Monday. The number of ‘C’, ‘D’ and ‘F’ ratings based on Fakespot’s rating system doubled during Black Friday through Cyber Monday 2020 compared to typical times during the same year .
Fakespot’s inaugural report is based on the company’s machine learning and natural language processing engines trained on more than 10 billion product reviews and 5 million internet sellers.
Of the data pulled from Amazon, Walmart.com and BestBuy.com – accounting for half of US online retail sales volume – Walmart had the least trusted reviews and Best Buy had the most trusted reviews. The Amazon shopping categories with the highest rates of fake reviews were women’s apparel, health and personal care, cosmetics, pet supplies, and wireless headphones, respectively.
“Harmful e-commerce activity continues to increase and affects more online shoppers every day. We predict that the prevalence of fake reviews and fraudulent sellers will reach an all-time high during the next wave of online shopping in the world. black friday to cyber monday,” said Saud Khalifah, founder. and CEO of Fakespot. “That said, there is good news as the FTC and e-commerce sites are cracking down on the issue and customers can help protect themselves with technologies such as ours.”