Where a review actually came from matters
A review posted directly on a seller’s own site carries less weight than one found independently, on a forum or a community the seller doesn’t control, since on-site reviews can be selectively published or, in some cases, fabricated entirely.
Independent versus on-site
Independent reviews aren’t perfect either, but they’re harder for a single seller to control entirely, which makes a pattern across several independent sources more informative than any collection of on-site testimonials.
Reading for specifics, not just sentiment
A review that mentions a specific batch, a specific delivery experience, or a specific COA discrepancy carries more useful information than a vague “great service, fast shipping” comment. Specific detail is harder to fabricate convincingly and easier to weigh against your own priorities.
Recency matters
A supplier’s practices can change over time, staff, suppliers, processes all shift. A cluster of older reviews doesn’t necessarily reflect current practice, so weighing recent reviews more heavily than old ones is a reasonable adjustment.
What reviews can’t tell you
Even a strong pattern of positive independent reviews doesn’t replace checking a batch-specific COA yourself. Reviews are a useful input into the decision, not a substitute for direct verification.