Which? looked at hundreds of tech products listed on Amazon including headphones, smart watches, and fitness trackers and found that numerous top-rated products in each category, which were from seemingly "unknown" brands, had unverified reviews and five-star ratings.
The research found little-known brands dominated search results for several popular tech products including cameras, headphones and smart watches, often thanks to reviews regarded as suspicious by Which?.
The investigation found that numerous reviews are being left on "unknown" tech brands that are unfamiliar to both the reviewers and the public.
Hitchins suggested Amazon should do more to purge its website of such content to which the company responded by stating that it uses a combination of techniques including investigation teams and automated technology to spot fake reviews. "We estimate more than 90% of inauthentic reviews are computer generated, and we use machine learning technology to analyse all incoming and existing reviews 24/7 and block or remove inauthentic reviews", the tech giant said in a statement.
Which? researchers had also mentioned that they found similar results while examining the reviews for smartwatches, discovering that the "top four" items on Amazon had "unverified reviews" making up 99 percent of their ratings.
One set of headphones by an unknown brand had 439 reviews.
In some cases, hundreds of five-star, unverified reviews were appearing on a product in a single day.
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Check the dates of purchases and have a look at the specific date when the reviews were posted.
ReviewMeta, a USA based website analyzing online reviews expressed shock at the massive volume of unverified reviews saying this should not have happened as there are many ways to prevent it.
A study by the consumer group Which? found Amazon was "flooded" by fake reviews.
The reviews were left by "unverified" users - that is, those who have not demonstrated that they actually made a purchase related to the feedback.
"Our research suggests that Amazon is losing the battle against fake reviews, with shoppers bombarded by comments aimed at artificially boosting products from unknown brands", said Which?'s head of home products, Natalie Hitchins. Headphones have the highest number of false reviews.
Which? says its findings mean that customers should take reviews with "a pinch of salt". According to the estimates of Competition and Markets Authority, reviews influence a majority of United Kingdom customers who spend £23bn ($30 billion) every year on purchases.