Electronic Hub recently published a study divulging which electronics have the least reliable reviews on Amazon, with some of our most popular cameras sitting near the top.
The results
Fakespot is a website that uses artificial intelligence to “detect fake reviews and scams”. After analyzing data from Fakespot, Electronic Hub identified electronic devices and brands with the highest density of Amazon reviews suspected to be fake or unreliable. Here’s how the list stacked up:
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Sony a7R IV: 45.5% fake/unreliable reviews
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Canon EOS R6: 45% fake/unreliable reviews
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Nikon Z5: 44% fake/unreliable reviews
Once the fake reviews were removed, Amazon’s rating for the Sony aR IV dropped from 4.8/5 to 2.5/5. As a Canon enthusiast, there was a little devil on my shoulder that persuaded me to conclude the article with this climax, but alas, I have more discoveries to reveal. According to this study, Canon takes the top spot as the brand with the highest percentage of unreliable reviews on Amazon: a whopping 34.17%. With a slightly shallower fall from grace, the EOS R6 drops from 4.8/5 to 3.5/5 once the fake reviews are removed.
Who are these fake reviews?
As soon as this article came to me, I remembered hearing an interview on NPR where a “fake contract reviewer” was being interviewed anonymously. I dug it up. It turns out that there are online channels where Amazon sellers congregate and barter for products they want good reviews for. Using his first name for the interview, Travis confesses”
I don’t think it’s fair that people can write fake product reviews, but I need the money. Sellers provide step-by-step instructions to avoid detection by Amazon’s algorithms.
NPR reports that according to external auditors like Fakespot and ReviewMeta, more than half of reviews for some popular products are questionable. Amazon disputes those estimates: “Our guess is that less than one percent of reviews are inauthentic,” says Sharon Chiarella, vice president of community buying at Amazon.
According to a study by the Journal of Marketing Research, another source of these fake reviews are fans of competing brands. We’ve all known a photographer who is obnoxiously over the top with his loyalty to his chosen brand of camera. Studies have now shown that these users see themselves as brand ambassadors responsible for undermining the reputation of their competitors by leaving fake reviews.
About writing reviews
As writers, we are responsible for writing unbiased reviews, and we are handpicked by our editors for each review based on our qualifications. The process to be a gear reviewer for Fstoppers involves not only passing the competitive cut to be a writer, but also six months of writing and reviewing your work by editors before you even become eligible to receive material at revise. You can know that Fstoppers always hand pick qualified photographers when it comes to reviewing the equipment.
As writers, we sometimes tend to compose on the topics we reflect on in our own practices. Time and time again, however, I get messages from readers on my Instagram asking newbies questions: “Where can I buy a camera?” “How do I prepare for my first shoot with a model?” “How much should I charge for my first paid shoot? I have to rewind my mind to those questions I asked when I was just starting to get my toes wet. The seemingly obvious conclusion here is that Amazon isn’t the place to get accurate camera reviews. Most of you probably already knew this. Is the Sony a7R IV really a 2.5/5 when the padding is removed? I don’t know, but the moral of the story is that Amazon isn’t the place to find out.
Another closing note is that a camera that is perfect for an artist may not be the right one for you and vice versa. I’ve had photographers working for me who have photographed Nikon, and I love how Nikon handles low light. Color is a predominant theme in my work, and for me, Canon is the best when it comes to color. Leica seems to have a reputation for being light sensitive and having a creamy texture. The takeaway from this article is to go to the right source for your reviews and figure out which camera is best for the job you’re doing. Don’t trust Travis.
