TWO SIDES OF THE SAME COIN
Let me be clear. Amazon.com is NOT starting a blogging service...to my knowledge. The title of this post and this post is merely to highlight the possibility that they could start a pretty interesting and unique blogging service, with RSS feeds and all the bells and whistles, IF they wanted to...and the web would likely be a better place for it.
Let me explain. The company, a bonafide Internet 1.0 pioneer, just celebrated it's tenth anniversary, much like its peers like Yahoo!, eBay, amongst others. Even Netscape (remember them?) had a birthday remembrance in absentia, courtesy of Fortune magazine.
The company's come a long way, changed the world in a lot of ways, and has added gobs and gobs of Internet goodness for consumers around the world. They've done this both directly, and by example, where other start ups "borrowed" Amazon's innovations and implemented them in their own overseas markets. They've introduced minor luxuries like "1-click ordering", licensed it to companies no less than iconic/ipodic Apple, and turned millions into online shopping addicts.
Along the way, they've also created one of the most extensive, self-sustaining on-line shoppers' communities on the world, this side of eBay. But one could argue, they've not leveraged this shoppers' community as much as they could, with all the constant reviews that they write, on almost every product imaginable under the sun, that's presumably read by tens of millions of potential shoppers before they one-click their way to instant gratification.
I'm talking about of course, Amazon's longstanding, amazingly broad and deep reviewer community. I don't know how many of them are, but there are tens of thousands, judging from number 49,198 here.
First, let me introduce you to Harriet Klausner, who as of July 20, 2005, 12:43pm EST, is the NUMBER ONE reviewer on Amazon on this list of top reviewers. She has 9440 reviews to her credit, and over 58994 voters found her reviews "helpful" so far.
Now under Amazon's procedures, this doesn't mean that she has the highest number of reviews on Amazon.com, but only that all her reviews cumulatively got her the highest "helpful" rating. So there could be someone who has more reviews than hard-working Harriet, but there's no easy way to find that person that I can tell with the current Amazon interface to the reviews.
Let me try and put 9440 reviews in context though, and you'll especially appreciate this if your are even a reasonably active blogger.
I've been blogging consistently on this site since February this year, and I've managed to put up 205 posts. Mostly one in a single day, occasionally a couple. It takes me a minimum of 10 minutes, often far more to come up with a post. Most of them are tolerable, some OK, and a very few I would personally consider pretty good. But it's hard work every day on this labor of love.
Harriet has 9440 reviews, which at my pace of one a day, would have taken over 25 years of work. Presumably she's written far more per day, for a few years, and taken far shorter a time per review. And all of those reviews, have in totality been so appreciated by Amazon customers that they've voted her the number one reviewer on the service.
So what's the point? Well, what if Amazon announced a feature tomorrow, that offered Harriet, and other tens of thousands of Amazon reviewers, the ability to easily set up a personal blog to the entire web, that automatically logs every review as a blog post?
What if it had TypePad like templates to choose from, and blogging features like Categories to set up, with built-in capability for comments, track-backs and the like?
What if you as a user/reader/online customer could access Harriet's 9440 reviews by categories, search-words and the like, instead of having to go through 9440 reviews sequentially sorted the only way Amazon currently lets you sort, "helpful" votes, which by the way, is not so helpful.
Why, I daresay, Harriet could overnight become one of the most prolific bloggers on the web, and the default authority on a range of subjects. Right now, she has no easy way to "re-publish" her review content on her blog, assuming she has one. Her content is stuck within Amazon's walls, which is probably how they liked it to be so far.
So why would this be beneficial to Amazon? If there was a system to simultaneously publish content into Amazon as well as an external blog, with no extra effort, I daresay, Amazon would get a heck of a lot of reviewers, which is turn could drive a lot more new and incremental sales. Incidentally, there are hacks out there that allow you to re-post an Amazon review to your blog, (courtesy O'Reilly Hacks), but they're definitely not mainstream user friendly.
Not to mention that Amazon would be "re-purposing" content at relatively low cost, to use a popular buzzword from the past. In fact most bloggers I read are constantly blogging about the music (e.g. Fred Wilson), books, movies, etc. they like.
And, what if THOSE OUTSIDE BLOGGERS, say within TypePad, or Google Blogger, could simultaneously re-publish those reviews into the Amazon system, with RSS links?
So in general, this would encourage more reviewers and reviews from both existing Amazon reviewers and outside bloggers.
Now what if you could give the reviewer/blogger a piece of the action on a purchase, that was automatically credited to your Amazon account? Why, this would be like something TypePad has done, in partnership with online ad company Kanoodle, where TypePad/Six-apart Pro bloggers like myself, who are paying a monthly fee, could get any ad-related dollars to credited against their monthly payment.
Amazon wouldn't even have to invent/buy the blogging infrastructure...they could partner with TypePad/Google's Blogger, and/or any number of other blogging services.
And it doesn't have to stop with the reviewers on Amazon. The company has a whole host of other community types, including Listmania, Discussion Groups, Purchase Circles, etc., and not to mention services like imdb and Alexa that they also own, that could all potentially benefit by being empowered with this simultaneous blogging capability.
I've posted before on how I think blogging services need to evolve for portals and software companies. This post is to suggest ways that non-portal services like Amazon, could also get in on the action, enriching both themselves and the web along the way. It'd be kind of like a reversible jacket that you could wear both ways, (and look great), and be a really special ten-year birthday present all around.
You pose a wonderful scenario with the above idea! I'd love to see that kind of blog integration with ecommerce sites. I think the additional ability to search reviewer information via google, technorati, yahoo etc. would be worth its weight in gold. I'd assume that Amazon would see a substantial jump in affiliate sales as well.
I hope your thoughts inspire action. For a few years now I've wondered about forum/ecommerce site integration. Musiciansfriend.com is a favorite site of mine, but I tire of searching music forums (and now blogs) for decent/relevant reviews of product that I'm interested in. I see your proposed model as a welcome new trend.
Posted by: Scott Ramsey | Wednesday, July 20, 2005 at 05:12 PM
Great thoughts.
You're asking Amazon to become a Web 2.0 company that provides tools for me to manipulate the data that I have created on their site.
I should be able to syndicate my Amazon data (reviews written, products purchased) out of Amazon through RSS.
This is an issue that every web business is going to be struggling with in the years ahead: how open should they make their user-contributed data? E.g. why can't I syndicate my search history from Google?
In general, every e-commerce site should be looking at how the latest social software like blogs and social networking can help them sell product. Amazon had a "friends" system well before Friendster got popular, I believe. But it never became Friendster did it?
Posted by: Nivi | Friday, July 22, 2005 at 04:01 AM
Of course, there's always hReview, a (X)HTML format for publishing reviews anywhere on the web. So Amazon wouldn't have to go to the hassle of creating blogs on their site, they could just mark up their reviews in place with hReview and those reviews could then be consumable programmatically.
Posted by: ryan king | Tuesday, July 26, 2005 at 01:33 AM
I like the idea. Interesting scenario!
Posted by: Robert, ecommerce pro | Thursday, November 24, 2005 at 01:09 PM
That is an interesting thing to speculate on. I think that there is a possibility that that could happen sometime.
Posted by: Helen, ecommerce expert | Thursday, November 24, 2005 at 01:12 PM
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Motorola A780…….$190 USD
Motorola C550…….$105 USD
Motorola C650…….$120 USD
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SONY-ERICSSON P910....160$
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APPLE GHZ SUPERDRIVE DESKTOP COMPUTER WITH 20 INCH MONITOR$450
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APPLE IBOOK 1GHZ COMBO WITH 14 INCH DISPLAY---------------$440
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DHL/FEDEX/UPS or any other courier services. We shall send you the tracking
number as soon as we ship for you to be able to trace/track it online.
We do shipment to anywhere in the world, all we need is your full and direct shipping detailed information.
Once again, we want you to know that all this products are BRAND NEW and with This prices, we hope you will find out that we have the best thats it takes to be. We would love to keep a very strong business relationship with you as we await your product purchase update list.
Thanks and best regards as you get back to us with your purchase order update.Contact us on this EMAIL:[email protected]
Posted by: Robin | Thursday, August 17, 2006 at 03:57 PM
Looking for Michael Parekh! Old freind from the street..Hope you are well.M email me when you have a moment..
Natalie
Posted by: Natalie Klufas-Mueller | Tuesday, January 23, 2007 at 02:33 PM
From Phillip Desmond.
Abidjan Cote D' Ivoire
Private Email : [email protected]
My Dearest One,
I am Mr Phillip Desmond. from Sierra Leone residing in Abidjan cote d'ivoire. I am a orphan being that I lost my father a couple of years ago. My father MR William Desmond. was a serving director of the Cocoa exporting board until his death . my late father was killed by his business associates because of his well doing in business Before his death he had a Consignment here in Cote d'Ivoire containing $12 Million dollars which he distinguished and deposited with a Security company in their security vault although declaered as containing family Valuables for security reasons and for onward investment. I want you to do me a favour to receive this funds to a safe account in your country or any safer place as the beneficiary.
My reason therefore for contacting you is because I found myself in a situation that I cannot help than to look for a Foreigner who will help me claim the consignment my late Father deposited with the security company due the Agreement he signed with the security company when he deposited the Consignment.
He deposited the consignment to the Beneficiary of his Foreign Partner and signed an Agreement with the security company that the consignment can only be delievered to his Foreign Partner'contact address Particulars which he was to submit to them later because he wanted to invest the money abroad but as fate had it, he died without supplying the Particulars of his then Foreign Partner to the security company for the delivery of the consignment.Based on this, I am obliged to look for a Foreigner whom I will use his particulars and information and register with the security company company as the Foreign Partner of my late Father/the beneficiary of the consignment and my investor and request them to release the consignment to you.
Please you are to send me the following particulars so that i will register it with the security company as the partner to my late father after which i will give you the contact of the company and instruct them on how the consignment could be released to you.My father used my name as the next of kin when he deposited the consighnment.This includes:
1.Your full contact address.
2.Your phone and fax numbers.
3.Your identity or first page of your international passport.
Your age and occupation.
I have accepted to compensate you with 20% of the total money in the consignment for your assistance.Please , I am putting all my hope and trust in you, do not disappoint me or let me down . I want you to put your skill in work and assist me to retrieve this consignment.Finally, please try and keep everything about this transaction very confidential and secret for security reasons and my safety because if the family members of my late fathers knows of this money, they will take it from me and may even and kill me .I have all the deposit documents with me
as prooves.
I have plans to do investment in your country, like real estate and industrial production and I am going to take it as my personal task to assist the orphans like me and widows . This is my reason for writing to you.If you are thus and truly disposed to assist me in this regards.
More information about the lifting of this consignment legally follows immediately after your positive reply.
Have a nice day and God bless you as come to aid.
Your's Sincerely,
Mr Phillip Desmond
Private Email : [email protected]
Posted by: Phillip | Tuesday, August 07, 2007 at 05:53 AM