The Dirty Little Secret About Online Review Sites

You know how it is—you’re looking for a new gadget, maybe a new vacuum cleaner or the latest blender that claims to turn vegetables into gourmet meals.

Naturally, you head online to check out some reviews. Because, well, that’s what everyone does, right?

So you type “Best blender 2024” into the search bar, and suddenly, you’re bombarded with a ton of websites that claim to know everything about every blender on the market.

But here’s the thing: many of those “unbiased” reviews? They come with a dirty little secret, one that’s not always spelled out clearly. And while it’s not exactly sinister, it does have a way of shaping the reviews you see.

Want to know what’s going on here?

Well, then, keep reading!

Below, we pull back the curtain on how these “recommendations” really work. Plus, you’ll get some tips on how to spot the difference between a review site that’s honest and one that’s, well, just cashing in.

(Not Surprisingly) It’s All About Money

Let’s say you recommend a great restaurant to a friend. They go, and they love it.

Then, the next time you’re there, the restaurant hands you a free dessert as a thank-you for sending them business. Pretty sweet deal, right?

Well, the same thing happens with these review sites. Except instead of free desserts, websites get money—often a commission—when someone clicks on a link in a review and buys the product.

This is known as affiliate marketing.

Now, this isn’t necessarily a bad thing! If someone genuinely loves a product and tells you about it, why shouldn’t they get a cut of the action? Think of it like a modern-day referral bonus.

But here’s the catch: not every website is recommending products because they genuinely think they’re the best.

The Problem with Biased Reviews

Now, here’s where things get a little sticky. In a perfect world, websites would only recommend products they truly believe in – commission or not.

But we don’t live in a perfect world (spoiler alert: we also don’t all live in beachfront homes with endless margaritas).

Some sites are more interested in the size of their commission check than in giving you honest advice.

Here’s how it plays out: if a product offers a hefty payout, suddenly it’s the star of every “Top 10 Must-Have Gadgets” list—even if it’s an overpriced gizmo that breaks in a month, or a beauty cream that’s just fancy lotion.

But because it offers a hefty affiliate commission, many sites will sing its praises as if it’s the best thing since sliced bread.

In truth? It’s just a fancy sales pitch.

Transparency Issues

Then there’s the transparency issue—or lack of it.

Some review sites don’t bother telling you they’re getting paid for those recommendations. They might hide it in tiny print at the bottom of the page or skip it altogether.

AI-Generated Fake Reviews: The New Frontier

Biased reviews have been an issue for a while. But now there’s a new twist in online review sites: AI-generated fake reviews.

That’s right, folks—we’ve officially entered the age where robots are writing “first-hand experiences” that are about as genuine as a politician’s smile.

Here’s how it works: Some websites use AI software that can pump out 100s of fake product reviews in minutes.

These aren’t written by real people who have used the product—they’re written by AIArtificial Intelligence (AI) is basically when computers get smart—really smart. Imagine if your c... More. But they’re designed to sound like people who’ve used the product.

These AI reviews might gush about how they used a particular blender to whip up the best smoothies ever. Or how a vacuum saved their floors from complete disaster.

The problem is, none of it actually happened. It’s all made up.

The scary part? These robo-reviews are getting really good.

They use natural, friendly language, sprinkle in a few specific details, and even throw in personal anecdotes. And because they sound so believable, it’s getting harder for regular folks like you and me to tell the difference between a real review and one generated by AI.

How to Spot Fake or Biased Online Reviews

So, how do you tell the difference between a genuine review and one that’s just trying to sell you something… or was written by AI?

It’s not always easy.

To figure it out, you have to be a little bit of a detective. But instead of solving mysteries, you’re solving the case of “Is this product really worth my money?”

Here are a few red flags to watch for:

1. Over-the-Top Praise:
If a review sounds like it was written by the product’s biggest fan club, complete with exclamation points and gushing phrases like, “This is the BEST thing ever invented!!!” it’s time to raise an eyebrow.

No product is perfect, and a good review should tell you both the pros and the cons. If a review is all rainbows and sunshine without a single negative, there might be something fishy going on.

2. Lack of Detail:
Real reviews from actual people tend to include personal experiences, specific details, and, sometimes, a funny story about how the product changed their life (or, in some cases, how it didn’t).

But if you see a review that’s super vague—something like “Works great!” or “Highly recommend!”—it’s worth being cautious. The less specific the review, the more likely it’s there just to fill space and push you toward the “Buy Now” button.

3. Check for Disclosures:
Legitimate websites are required to disclose when they’re making money from affiliate links. Usually, it’s in fine print somewhere near the top or bottom of the page, saying something like, “We may earn a commission if you click on our links.”

If you don’t see a disclosure at all, that’s a red flag. Be wary of any site that’s not upfront about how they’re making money off their recommendations.

4. Repetitive Language Across Reviews:
If you see multiple reviews that sound suspiciously similar—same phrases, same structure—it could be a sign that the reviews were written by AI. Real users tend to have their own voice and style, so look out for reviews that feel too cookie-cutter.

5. Outlandish Claims:
Watch out for reviews that make a product sound too good to be true.

If a blender claims it can turn raw vegetables into a three-course meal, or a phone case will protect your phone from a Great White Shark bite, it might be time to do a double take.

Remember, if something sounds too good to be true, it probably is.

6. Patterns in Review Scores:
Here’s a little trick: when you’re checking reviews, don’t just look at the 5-star ones. Take a peek at the 1-star and 2-star reviews to see what people are complaining about.

If you notice a pattern of the same issue coming up—like a product breaking after a month or poor customer service—you’ll have a clearer picture of what to expect.

By keeping an eye out for these red flags, you can start to separate the genuine advice from the sales pitches. It’s a bit like learning to read between the lines—and once you get the hang of it, you’ll be a pro at sniffing out the truth.

How to Use Review Sites Responsibly

By now, you might be wondering, “So, if I can’t always trust the reviews, what can I do?”

Don’t worry—there are plenty of ways to make sure you’re getting the right information before you hit that “Buy Now” button.

It’s all about being a savvy shopper and taking a few extra steps to make sure the product you’re eyeing really lives up to the hype. Here’s how to use review sites responsibly without getting duped:

1. Do Your Own Research
Don’t rely on just one website’s glowing review. Take a little time to cross-check what other sources are saying about the product.

If multiple sites and real customers are giving similar feedback, you’re more likely to find the truth

2. Look for Independent Reviewers
Some review sites are more trustworthy than others. Websites that don’t rely on affiliate marketing—or that clearly disclose it—are often a better bet. Consumer Reports, for example, is known for independent reviews, meaning they’re not getting paid to recommend anything.

And if a site does use affiliate links but also gives you honest pros and cons, that’s a sign they’re trying to help, not just sell.

3. Check Social Media and Forums
Sometimes, the best reviews aren’t even on traditional review sites. Try checking social media platforms, like Facebook groups or Reddit posts. Here, people tend to discuss products without the pressure of making a sale.

These real-world discussions can give you a better idea of how a product actually works in everyday life—especially from people who have similar needs or interests.

4. Read a Mix of Reviews
Sure, it’s tempting to only read the 5-star reviews. Who doesn’t want to believe they’re about to buy the world’s greatest product?

But the truth is, the 1-star and 2-star reviews often tell you what you really need to know. If you see the same complaint popping up across multiple negative reviews (like “battery dies after a week” or “broke on the second use”), you’ll have a better sense of what to expect.

5. Trust Your Gut
Finally, listen to your instincts. If something feels off—whether it’s a review that’s too good to be true, or a website that seems more like a sales pitch than a real review site—trust your gut.

You’ve been around long enough to know when something doesn’t quite add up. If it seems too perfect, take a step back and dig a little deeper.

By following these tips, you can use review sites as a tool to help make informed decisions rather than letting them guide you blindly. Remember, not all reviews are bad—some can be genuinely helpful—but it’s always good to do a little detective work first.

Proceed With Caution

By now, you’ve probably realized that online reviews aren’t always as straightforward as they seem.

It pays to approach those glowing product write-ups with a little caution.

But don’t worry—you don’t have to swear off online reviews entirely. In fact, when used responsibly, they can still be a valuable tool to help you find the right products.

Remember, the goal isn’t to avoid all reviews, but to read them with a critical eye. Check for disclosure statements, look at both the positives and negatives, and make sure you’re getting information from multiple sources. And if something feels too good to be true, well, you know the saying.

At the end of the day, the best advice often comes from trusted friends, family members, or unbiased reviewers who genuinely want to help—not just from the first website you stumble across online.

So, the next time you’re on the hunt for that perfect gardening gadget, phone, or anything in between, you’ll be armed with the tools to separate the real reviews from the not-so-real ones.