More Questions Rise About Amazon's Reviews System

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Book authors know that Amazon reviews are a key part of their works' success. And the system, which allows anonymous reviews, has long frustrated many. As Amazon becomes an ever more important center of e-commerce, the Daily Mail reports that third-party agencies have sprung up to create fake reviews on demand.

The story involves subterfuge, jealousy and dirty tricks in the world of literature. And its unlikely setting is the readers' reviews section on Amazon.

Alongside details of a book for sale, the website offers supposedly independent verdicts from customers, including a rating of from one to five stars. However, rival publishers are accused of hijacking the system to praise their own volumes and disparage the opposition.

Authors are turning on each other, agencies are charging up to £5,000 to place favourable fake reviews and Amazon has recruited a team of amateur critics to restore the balance.

Read the full story at Daily Mail (UK).

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Alexis C. Madrigal

Alexis Madrigal is the deputy editor of TheAtlantic.com. He's the author of Powering the Dream: The History and Promise of Green Technology. More

The New York Observer has called Madrigal "for all intents and purposes, the perfect modern reporter." He co-founded Longshot magazine, a high-speed media experiment that garnered attention from The New York Times, The Wall Street Journal, and the BBC. While at Wired.com, he built Wired Science into one of the most popular blogs in the world. The site was nominated for best magazine blog by the MPA and best science website in the 2009 Webby Awards. He also co-founded Haiti ReWired, a groundbreaking community dedicated to the discussion of technology, infrastructure, and the future of Haiti.

He's spoken at Stanford, CalTech, Berkeley, SXSW, E3, and the National Renewable Energy Laboratory, and his writing was anthologized in Best Technology Writing 2010 (Yale University Press).

Madrigal is a visiting scholar at the University of California at Berkeley's Office for the History of Science and Technology. Born in Mexico City, he grew up in the exurbs north of Portland, Oregon, and now lives in Oakland.

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