The problem is, dozens or even hundreds of those reviews might be fake - or at least questionable. And here's the kicker: high marks from dozens or even hundreds of reviewers.

But they can't possibly be as good, right? Well, they look like GoPros. A real GoPro will run you hundreds of dollars, but there are countless knock-offs priced as low as $40 to $50. Here's a great example: You're in the market for a GoPro-style action camera. It's way too easy to glance at a four- or five-star average and think, 'OK, this must be good!' Few folks are going to take the time to dig into each and every review - or every reviewer - to look for red flags. Lots of them: now you've got an artificially inflated product rating. Here's what Fakespot had to say about those sport 'buds. This is a serious issue, and in my capacity as The Cheapskate, I see it all the time - mostly with products sold by small or foreign companies. Last year, for example, skin-care brand Sunday Riley was caught encouraging employees to post fake reviews on Sephora. What's a fake review? Exactly what it sounds like: a review posted by a company employee, paid individual or anyone else with a vested interest in selling more product. Mystery solved: Every single review was a fake. I pulled out my laptop and checked the product page. My friends were puzzled: 'It had a five-star rating on Amazon!' They brought it to me for help - I'm the Geek Squad for my friends and family - but I couldn't solve the problem either. True story: Recently some friends purchased a GPS locator for their daughter and were having trouble getting it to work.

Amazon fake reviews