Bruce Schneier shared a story earlier this month about how Amazon is apparently mining information to flag book reviews when the reviewer has a relationship with the author. I write book reviews (though I don’t post them to Amazon), so this seems relevant to my interests. I can see why Amazon would do something like this. People buy books, in part, based on reviews. If Amazon’s reviews are credible, people will be more likely to buy well-reviewed books. Plus: ethics!
The first few purchases would likely be unaffected until the buyer has a chance to form an evaluation of credibility. And even then, how much stock do people put into online reviews of any product or service? I tend to only look at reviews in aggregate, unless the specific reviewer has established credibility.
I hope that my occasional book reviews have established some sort of credibility with my ones of readers. I certainly try to make it clear when I might have a bias (e.g. disclosing stock ownership or a personal friendship). Mostly, though, I’m motivated to give accurate reviews in order to advance my own thought leadership. I’m very self-serving sometimes.
On the whole, I appreciate that Amazon is trying to keep reviews fully-disclosed. I just don’t think they’re doing it very well. If a reviewer has a relationship with the reviewee and it is properly disclosed, there’s no reason to suppress the review.
Full disclosure: I own a small number of shares in Amazon.