Product reviews are ratings from customers attached directly to a specific item. They increase conversion, reduce the return rate, and serve as a source of content you would not create yourself – customers describe usage and details that are missing from the product description. This is exactly why language models also use them when making comparisons. The condition is credibility. Collect them systematically shortly after delivery, allow a photograph to be added, and do not delete negative reviews; a profile with nothing but top marks looks suspicious and reduces trust. Creating or ordering fake reviews is a misleading commercial practice carrying the risk of a penalty. If you label reviews as coming from verified customers, you must be able to demonstrate how you verify this. Respond at least to those that describe a problem.
See also: Online review management, Returns and their cost, Product variants.
