19. How to Shop Safely From New or Lesser-Known Brands
With the explosion of online marketplaces, many unfamiliar brands flood the Black Friday ecosystem. Some offer great value, but many others are risky.
Jason Chen’s checklist for evaluating new brands:
1. Check the Brand History
Does the company have a track record of reliable products?
2. Read User Reviews Carefully
Avoid pages filled with:
- Repetitive review wording
- Too many 5-star reviews posted on the same day
- No verified purchase tags
3. Look for Third-Party Reviews
Wirecutter’s independent tests often expose cheap copycats.
4. Analyze Warranty & Return Policies
Brands with 30-day warranties may not stand behind their product.
5. Compare with Known Competitors
If a new brand’s specs are too good to be true at half the price, they usually are.
Chen frequently reminds shoppers that unfamiliar brands often cut costs in durability, not in specifications. A product may look premium in photos but fail quickly in real use.
