Why are Amazon’s reviews so powerful? Because they help customers make the progress they want to make. If I look around my house or my friends’ houses, for example, I can see a wide variety of products that were purchased on Amazon. A TV. A rice steamer. A digital camera. A smoothie maker. What enables me and millions of others to buy unfamiliar items with greater confidence by virtue of a listing on a website? The requisite list of features and functionality doesn’t help me much—in fact my eye tends to skip right over that section. But it does go immediately to the line that tells me where I
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