E-commerce channels are a crucial means for Xinjiang fresh apricots to expand market sales and improve efficiency. Analyzing market reputation based on E-commerce review texts can provide valuable market feedback for promoting the development of the Xinjiang fresh apricot E-commerce industry. Consumer reviews of Xinjiang fresh apricots from e-commerce platforms were collected and preprocessed. Subsequently, an in-depth analysis and mining of the review texts were conducted, including determining the sentiment orientation of the review corpus, extracting review themes based on the LDA （latent Dirichlet allocation ）topic model, and quantitatively evaluating consumer reputation based on dependency syntax analysis and sentiment calculation. The study shows that consumer reviews of Xinjiang fresh apricots are predominantly positive. The three core themes extracted are fruit quality, logistics speed, and product price. Consumers are most concerned with the attributes of fruit taste and logistics speed, with the highest satisfaction in fruit sensory quality, general satisfaction with logistics, and the lowest satisfaction with price. Based on the research results, development suggestions were proposed for the fresh apricot e-commerce industry.