Riddle me this!

Hi, everyone,

Another day, another browse through the Amazon’s Top 100 – and I’ve noticed something I can’t explain. Can someone with more experience and insight explain this phenomena?

How can a book that is yet to be released have 1,200 positive reviews? From verified purchases? Have a look at Short Drop by Matthew FitzSimmons.

Ok, I understand the need to create pre-release buzz and actually plan on doing the same with the sequel to Shizzle, Inc – but how could there be reviews? I’d like to believe they are not fake…if so, how does one go about getting reviews on Amazon before the release day?