Honestly, the reviews are a big reason why I use Amazon. Even if I know most of them (or all of them) are fake, I feel safer buying from Amazon when a product has hundreds of reviews, compared to an online store like Walmart which may have zero reviews for the same product. It's stupid, but there's a part of my brain that likes seeing those numbers I guess.
I wonder if there are any middle man review services out there that can offer product reviews to online stores, along with proper moderation.
If I see a product on Walmart.com I want to buy, but there are no reviews, I'll usually search for it on Amazon just to see reviews. But once I'm on Amazon, they usually have the better price and free 2-day shipping with Prime.