Do You Read Reviews Before Making An Online Purchase?

So if you are like me, you order online ALOT. These days it's just easier for some things. I'm a fan of Amazon and I know there are many people who feel the same. My question is, are you a 'read the reviews' person? 

In other words, will you purchase an item online without reading the reviews? If there is any kind of negative review, I'm out. I'll look for the next seller. lol Thank goodness for reviews because I've talked myself out of many a purchase!