The Ecomcrew Ecommerce Podcast E626: How Fake Reviews Work Off-Amazon
Dec 3, 2025
In this discussion, Allyse Slocum, VP of Product at Trustpilot and expert in review systems, reveals the complexities of fake reviews. She explains how independent review platforms like Trustpilot operate differently from closed systems. Allyse emphasizes the significance of off-marketplace reviews for consumer trust and brand visibility. She shares insights into the challenges of fake reviews, the value of review volume over perfect ratings, and actionable strategies for businesses to enhance their credibility in the digital marketplace.
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Open Reviews Capture Full Customer Journey
- Trustpilot is an open, independent review platform that allows both invited and organic consumer reviews.
- This openness captures a fuller customer experience beyond invite-only systems.
Collect Reviews Everywhere
- Collect reviews across marketplaces and independent platforms because consumers check multiple touchpoints.
- Use verified, automated collection to boost reputation and SEO benefits like Google store ratings.
High-Value Purchases Drive Off-Platform Searches
- Consumers research more for high-cost or high-LTV purchases and care about brand trust as much as product details.
- Categories like travel, luxury, and financial services drive off-marketplace review searches.