Sellers want to increase their sales, and reviews can do that. The reviewers want to earn cash or free products. That's why the underground market for fake reviews is thriving. There are overseas companies selling blocks of positive reviews, social media groups that organize teams of reviewers, and companies that offer all kinds of incentives to persuade genuine buyers to leave a favorable review. Sellers also provide refunds or other rewards to convince buyers to remove or edit negative reviews. Reply All's The Magic Store episode covers some common scenarios and is a fun listen on the topic.
We are not talking about big-ticket items and major brands, where you can easily find legitimate reviews in the media (though counterfeits are a whole other problem). If we may be so bold, you can find genuine product recommendations and honest reviews here at WIRED.
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