Definition
A verified review is a customer review submitted through a post-purchase invitation link that is tied to an actual transaction record, distinguishing it from an open submission made without proof of purchase.
Why verified reviews matter
Verified reviews serve as a trust signal. When a shopper reads a review, they want to know whether the person writing it actually bought and used the product. A verified review proves that connection. Platforms and search engines, including Google, weight verified reviews more heavily than unverified ones because they carry lower fraud risk.
Vendably marks each review with its verification status so that merchants, customers, and channel partners can see at a glance whether a review comes from a verified purchaser. This transparency builds confidence in your review collection and makes your feedback more valuable across sales channels.
Reviews that pass verification also perform better in algorithmic ranking. Google's Product Review Feed, for example, prioritises verified reviews when surfacing product ratings and feedback to shoppers. This means verified reviews can directly influence your visibility and click-through rates in search results.
How verification works in practice
When a customer completes a purchase in your store, Vendably can send an automated post-purchase invitation email that includes a unique link. The customer clicks that link and submits their review. Because the link is tied to their transaction record, the review is automatically marked as verified.
By contrast, if a customer finds your product page and submits a review through an open public review form (without clicking an invitation link), that review is not verified. There is no proof of purchase attached to it. Both types of review may appear on your product page, but only the verified ones carry the verification badge.
Example: A customer buys a coffee grinder from your online store on 15/03/2024. Vendably sends them a review invitation email two days later. They click the link, write a 4-star review praising the grind consistency, and submit it. The review appears on your product page marked as 'Verified purchase'. A different visitor to your site who has never bought from you reads your product page and decides to leave a 3-star review through the open form. That review appears without a verification badge.
Incentivised reviews and disclosure
If you offer an incentive (discount, entry to a prize draw, gift card) for leaving a review, that creates a separate compliance requirement. The incentive must be disclosed to the reviewer and to anyone reading the review. Vendably tracks an incentivised-review flag independently of verification status.
A review can be both verified (proof of purchase) and incentivised (a reward was offered). It can also be verified but not incentivised, or unverified but incentivised. The two attributes are distinct. When you disclose an incentive, it appears as a separate marker on the review so shoppers understand the full context.
Related terms
Review invitation: The automated email or message sent to a customer after purchase, containing a unique link that ties their review submission to their transaction.
Trust profile: Your merchant profile on Vendably that consolidates review data, ratings, and verification metrics across channels. Verified reviews strengthen your Trust profile score.
Google Product Review Feed: Google's data feed format that surfaces product reviews and ratings in search results. Google prioritises verified reviews when ranking and displaying review snippets.
Summary
Verified reviews are the gold standard for customer feedback because they prove the reviewer made a real purchase. By collecting reviews through post-purchase invitation links, you build a library of credible, high-impact feedback. Vendably's verification system makes this distinction visible to shoppers and platforms, helping your reviews drive trust and visibility where it matters most.