Recent reviews matter more than total reviews

500 reviews with an average of 4.5 stars looks strong. Then a buyer notices the most recent review is from 14 months ago. Suddenly the product feels abandoned. Is it still being sold? Has it been updated? Did the quality change?

A product with 12 reviews, all from the last 60 days, feels alive. People are buying this right now. The experience described in the reviews is current. The social proof is fresh.

Recency also affects relevance. A review from two years ago might describe a version of the product that no longer exists. Software changes. Formulations update. Shipping times vary by season. Old reviews can actually create false expectations that lead to returns.

The fix: actively solicit reviews from recent buyers. A post-purchase email at day 7 asking for a one-line review keeps the review stream current. Display the most recent reviews first, not the highest-rated ones. And show the date prominently - it builds trust when the review is fresh.