March 1, 2023, 5:09 pm | Read time: 2 minutes
While online shopping offers many advantages for both customers and retailers, there are also drawbacks. One such drawback is that you cannot see, try out, or try on the products beforehand. Customers therefore rely on reviews from other buyers that are as informative and detailed as possible. However, this is where there is a lot of potential for fraud. Often, the question arises whether users have actually purchased and tested the item or if the reviews are fake. This is where Amazon’s “verified purchase” label comes into play.
Verified Purchase on Amazon–What It Means
A review marked with “verified purchase” indicates to the user that Amazon has verified the purchase. The reviewer bought the item on Amazon and did not receive a significant discount. However, what exactly the online retailer considers “significant” is not clearly defined. Amazon only states that buyers paid a price for the reviewed item that is also offered to most other Amazon customers.
Reviews with “verified purchase” are not based on items that customers received from Amazon at an unusually high discount or for free. The company sends free products as part of the Vine Club. Selected customers who frequently provide detailed reviews on Amazon receive products from the retailer for free to review them as well. These reviews then carry the “Vine” label.
The Problem with Online Reviews
Amazon reviews that are not labeled as “verified purchase” can be just as informative. The authors may have purchased the item from another retailer and are sharing their opinion on Amazon. The label alone does not indicate whether a review is genuine, embellished, or fake. Identifying the latter is not always easy. Amazon, as one of the largest online retailers worldwide, has been battling fake reviews for years. It doesn’t matter whether the reviews are positive or negative–both can be bought.
Also read: 5 Tips to Spot Fake Reviews When Shopping Online
To identify fake reviews, Amazon users should not rely solely on the “verified purchase” label. It is more helpful to take a closer look at the reviewer’s profile. Patterns may emerge in their review history. Additionally, interested parties should generally look at all reviews, not just the very good and very bad ones. There are also websites that perform the analysis for skeptics. One of them is “ReviewMeta,” which uncovers fake Amazon reviews.