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Amazon.com for Dummies

Amazon.com for Dummies

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Published by: prescottz on Dec 10, 2011
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Here’s a quick anatomy of the customer review (Figure 8-7):

Stars: Customers rate reviews on a five-star system, with zero as the
worst and five as the best.

Title:This is the title given to the review by the reviewer. Often it’s a
bite-sized version of what they thought of the product (but not always).

118Part II:You Want It? They Got It: Shopping and Buying at Amazon.com

Date:Lets you know when the review was written. This is more impor-
tant for products that may go out of date as new versions come on the
market — electronics, computers, and so on.

Top Reviewer Icon:Occasionally, you’ll see an icon next to the reviewer
information that says “Top (insert number here) Reviewer.” It means that
this person has written lots of helpful reviews. You’ll notice that you
have the option to vote on a review. Top Reviewers are chosen because
their reviews are voted “most helpful most often.”

Reviewer Info:A name or an online alias, and where they’re from.

Review Helpfulness:You may see a statement just above the review that
tells you how many people found it to be helpful. This is a part of the
review voting system.

Review:This is the actual review — what they thought of the product.

Voting Option:Below the review is the question, “Was this review help-
ful to you?” followed by a Yes button and a No button. If you want, you
can choose one of the two and click. Your vote will be tabulated with the
other votes for that review to contribute to the Review Helpfulness line
and, maybe, that person’s Top Reviewer status.

Although customer reviews are relatively unbiased, it’s important to know
whether the customer whose views you’re reading is someone you’d agree
with. Fortunately, when you’re checking out an individual customer review,
you can do more than just read it. You can also do the following:

Look at the reviewer’s status.If that customer is rated a Top Reviewer,
the odds are better that the review is good info.

See whether other people found the review helpful.

Look at the reviewers’ Friends & Family bio. If there is one, it’s worth
checking out. Who the heck are these people? What other things have
they bought or reviewed? Do you have anything in common with them?

Figure 8-7:

reviews are
one of the
best ways to
find out
may be


Chapter 8: Get What You Want: Find It and Suss It Out

You should also consider reviews as a whole. Here are a few guidelines:

Take note of how many reviews an item has. If an item has hundreds of
reviews, it may or may not be great, but it’s definitely popular. And it’s
got enough oomph that lots of people chose to write about it.

Look at the overall stars.This is, of course, an obvious thing to do, but
I’m a control freak and I can’t help myself. I had to mention it.

Read the bad ones.Keep in mind that if an item has a handful of reviews —
let’s say ten or fewer — a couple of bad reviews can bring its score down
significantly. So scan the list for negative reviews. If you find just one or
two, read them. Sometimes kooks get online and write reviews too. It’d be a
shame to pass up a good product because of one or two grouchy reviews.

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