Earlier quoted context omitted.
One example I can remember from 10+ years ago was newegg. I don't recall ever really feeling like I got "duped" based on the many online reviews there. I think that sentiment was pretty well revered and not just my personal opinions of it. Everything was pretty well spot on from my experiences. That said, I have no idea how that would fair these days. I'll even go so far as to say back when Amazon was getting started…
It should be pointed out that current fake review issues are not just on fraudulent products. For instance Aukey has been caught by Amazon, but in my experience their products were pretty good, and they probably played the fake review game mainly due to everyone else playing it, and it became an arms race.
Unless your product is so revolutionary or cheap you're gonna need marketing.