Why Amazon Needs To Be More Like Facebook

Amazon’s review system is broken and open to abuse. Certain writers were posting damning reviews on competitors’ books and glowing reviews on their own. Others were paying strangers to leave reviews. And readers were swarming good books with bad reviews because they didn’t like what it had to say and wanted it to fail. It’s all bad voodoo and something needs to change. So Amazon decreed that no writer is permitted to review books in their own genre. But that punishes every writer for the sins of the few. And it doesn’t stop the swarming problem. So what are they to do?

Easy. Make Amazon more like Facebook.

Sounds strange? Not at all. There’s three good reasons for my cockamamie scheme.

1. Transparency

A major problem with Amazon reviews right now is the anonymity; anyone can create multiple accounts and hide behind a username. Obi1 can swarm a book and drag down its star rating. lukes88 can post fake reviews of his book. But Facebook demands your real name. And a picture. There’s nothing to hide behind.

2. Conversation

Furthermore such a system wouldn’t even require formal reviews. Each product page could collate conversations about the product. So sending a public message to a friend suggesting they check out a book pops up as a “review”. And though these people are strangers, a shopper can see someone making the effort to recommend the book. That’s a strong review in and of itself!

3. Judge and ye be judged too

Doing all of this will also mean that when I review a book you’re better equipped to judge me as well as my review. After all you can see my activity. You can see I’m a writer, for instance. You can also see that I have a hardcore devotion to Michael Jackson. And look, I’ve liked a page called “Vote down this Michael Jackson book”. My review probably isn’t legit…

If this all sounds like an extreme solution to the problem, it shouldn’t be. If readers can’t trust the reviews on Amazon then Amazon itself becomes viewed as unreliable as the reviews it allows to remain on its site. And the same applies to others; Goodreads, for instance, has suffered from swarming as well.

Trustworthy reviews are vital to any online book seller. Removing the anonymity and adding a social element can go a long way towards restoring them. And then I can review books again.

Would you like to see Amazon become more like Facebook? Or would you avoid that like a big, corporate plague? Please let me know; I’m interested to hear what people think!

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  1. Pingback: Has Amazon Ruined Goodreads? | James T Kelly

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