Brands often chase the perfect star rating. But when we asked over 1,000 shoppers what matters more—review volume or rating—the results flipped that assumption on its head.
We asked a simple question: If all features, benefits, and pricing were the same, would you choose a product with 15,000 reviews and a 3.75-star rating—or one with 100 reviews and a 4-star rating?
Nearly 70% of respondents chose the product with more reviews, despite the lower star count. That’s a decisive win for volume over perfection.
The “why” was even more fascinating. Many respondents said they didn’t trust the product with fewer reviews, even though it technically had a higher average rating. A small pool of perfect reviews felt “sourced,” perhaps generated by the brand or a handful of influencers. By contrast, the product with thousands of reviews felt “tried and true,” validated by real users over time.
This sheds light on a hidden truth about consumer psychology: shoppers aren’t just looking for a high number—they’re looking for proof of credibility. And credibility comes from scale. A few perfect reviews may actually raise red flags, while thousands of diverse reviews communicate authenticity, trust, and real-world use.
So what does this mean for brands?
It may feel counterintuitive, but the smarter strategy is to focus on building review volume. More reviews not only earn consumer trust but also future-proof products in an AI-driven marketplace where review content plays directly into visibility and relevance.
A handful of glowing reviews may look good on paper, but the data shows shoppers want scale—even if that comes with a few imperfections.
In reviews, more really is more.
