Sellers have a lot of tricks to make them look legit including faking their own reviews.
Any honest seller with good products doesn’t need to fake their own reviews. The sellers who do post fake reviews normally sell low quality budget products and as a rule should be avoided.
In the example below we see that none of the purchasers actually bought shoes. They all purchased the cheap ‘gift’ option but posted reviews on the shoes.
The review number is a lot higher than the transaction number. This means the seller reuses the same listing for different products.
In the same example, the second and third review have exactly the same text from 2 different users. how is that for a coincidence?