Amazon Reviews

Are Amazon’s star ratings now completely worthless?

Have you ever read through reviews of an item on Amazon and realized they were for different versions of the product, or for completely different products? And yet, the reviews were all combined to form one overall star rating.

A recent study by The Guardian found that such “bundled” reviews can make shoddy products seem like they’ve earned stellar ratings.

How then can we easily judge the reputation and quality of a company’s product if Amazon is combining star ratings for completely different items? I mean, if I want a Kindle version of a book, I don’t care about people complaining that a print version had pages missing. Apples and oranges, folks.

So is it best to ignore the overall star rating, and just plow through as many reviews as you can read? Or is there really some relevant signal in all the noise?

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