Intellectual Property Law

The Fakery Behind Amazon's "Top 10 Reviewers"

By Siva Vaidhyanathan

From Slate:

... Absent the institutional standards that govern (however notionally) professional journalists, Web 2.0 stakes its credibility on the transparency of users' motives and their freedom from top-down interference. Amazon, for example, describes its Top Reviewers as "clear-eyed critics [who] provide their fellow shoppers with helpful, honest, tell-it-like-it-is product information." But beneath the just-us-folks rhetoric lurks an unresolved tension between transparency and opacity; in this respect, Amazon exemplifies the ambiguities of Web 2.0. The Top 10 List promises interactivity?"How do I become a Top Reviewer?"?yet Amazon guards its rankings algorithms closely. A spokeswoman for the company would explain only that a reviewer's standing is based on the number of votes labeling a review "helpful," rather than on the raw number of books reviewed by any one person. The Top Reviewers are those who give "the most trusted feedback," she told me, echoing the copy on the Web site.

As in any numbers game (tax returns, elections) opacity abets manipulation. Amazon's rankings establish a formal, public competition for power?or its online equivalent, recognition?wherein each competitor follows his own private sense of fair play. Or not. On the tongue-in-cheek Harriet Klausner Appreciation Society blog, I found allegations that Grady Harp's 92,000 "helpful votes" are the product of collusion?that Amazon reviewers often strike e-mail bargains to "yes" one another's reviews. Klausner herself told the New York Times in 2004 of a conspiracy to unseat her. Though Amazon officials assured me that they do their best to "weed out" loyalty votes when calculating the reviewer standings, recent software innovations seem to come down on the side of the weeds. A social-networking feature allows a reviewer to identify hundreds of other reviewers as "friends"; an RSS option lets them track his feedback in real-time. Certainly, Harp has been generous to his Amazon "friends," among whom are authors he has reviewed and others for whose self-published books he has provided jacket copy. ("A book that is well worth the attention of our weary state in America today."?Grady Harp, Amazon.com.) The watchdogs of HKAS point to Harp's staggering vote total?a tally surpassed only by Klausner's?as evidence that this generosity has been repaid. ...

Via The Consumerist:

Amazon reviews, especially the effusive ones, have always been suspect?you never know when a five-star review came from an employee, publicist, or marketing type. Slate describes the dishonest world of Amazon's "Top 10 Reviewers," where a small group of writers churn out purple-prosed blurbs and jacket-ready compliments at an astounding rate, sometimes for a fee. In turn, these reviewers are inundated with a sort of fame as well as free merchandise?mostly books in the past, but now electronics and other goods. Because good reviews sell more books, Amazon has no incentive to weed out the reviewers who have turned the system into a cottage industry. We suggest you disregard any review with a "Top 10 Reviewer" label on it.

But definitely believe all the good reviews of Siva's books!

Full post as published by SIVACRACY .NET on January 24, 2008 (boomark / email).