Amazon allows users to submit reviews to the web page of each product. Reviewers must rate the product on a rating scale
from one to five stars. Amazon provides a badging option for reviewers
which indicate the real name of the reviewer (based on confirmation of a
credit card account) or which indicate that the reviewer is one of the
top reviewers by popularity. Customers may comment or vote on the
reviews, indicating whether they found a review helpful to them. If a
review is given enough "helpful" hits, it appears on the front page of
the product. In 2010, Amazon was reported as being the largest single
source of Internet consumer reviews.[73]
When publishers asked Bezos why Amazon would publish negative
reviews, he defended the practice by claiming that amazon.com was
"taking a different approach ... we want to make every book
available—the good, the bad, and the ugly ... to let truth loose".[74]
Although reviews are attributed to the credit-card name of the
reviewer, there have been cases of positive reviews being written and
posted by a public relations company on behalf of its clients,[75] and instances of writers using pseudonyms to leave negative reviews of their rivals' works.[76]
Following the listing of Untouchable: The Strange Life and Tragic Death of Michael Jackson, a disparaging biography of Michael Jackson by Randall Sullivan, his fans, organized via social media
as "Michael Jackson's Rapid Response Team to Media Attacks", bombarded
Amazon with negative reviews and negative ratings of positive reviews.
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