There have been several reports over the last few years that Amazon sellers are paying to have positive reviews posted on their products listed on Amazon to increase sales because positive reviews can improve a product ranking and therefore visibility on the site when customers search for products.
Research has shown that customers do read and rely on reviews when making purchasing decisions, so it is important that the review are accurate and legitimate so as not to mislead consumers.
One suggestion, not just on Amazon’s website, but any website is to look for a “confirmed or verified buyer” tag next to the review to make sure the review you are reading is from a real customer. Also, look at the way the review is written, is it written with good English, and is it a detailed description of why the product is being given the rating it has been given versus, just “Great product!”
Another option is to try one of the sites that check for Fake Reviews like Fakespot.com. This platform (Chrome addon) will review the quality of reviews on a page and gives you a rating (letter grade) of the quality. Another site to check out is ReviewMeta.com which looks for suspicious terminology and repeated phrases, give you the page a pass or fail.