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48
Steve Weber
This how-to book, published in January 2006, had very strong sales and
overwhelmingly positive customer reviews on Amazon for its first six months. Then,
a harshly negative review appeared in June 2006 that seemed to effectively question
the book’s value. Immediately, sales slumped, shown here by the rising line
indicating a worsening Amazon Sales Rank.
Over the next several weeks, Amazon users who read the negative review
consistently voted it “helpful,” causing it to rise to the top Spotlight Review position.
This made the negative review much more visible to casual shoppers and bolstered
its credibility. Sales weakened further.
Certainly, it’s not unusual for sales to taper off three to six months after a book’s
publication. In this case, however, sales began deteriorating immediately after the
negative review and worsened as the review gained visibility.
What’s the lesson for authors and publishers? Ask for reviews. The more often
your book is reviewed, the less likely that a minority opinion can dominate. Numerous
authentic reviews lessen the chance that a single review can overtake and
monopolize the Spotlight position.
Niche nonfiction and instructional books seem particularly vulnerable to a single,
devastating review. Other books are less review-driven, especially political and
religious tomes. Conservative pundit Ann Coulter’s books are clobbered daily with
nasty reviews but sell like hotcakes. Kevin Trudeau’s book Natural Cures has had
monster sales on Amazon for nearly three years, even though many reviewers attack
the author and argue that his book is merely an advertisement for his subscription
Web site.
Countering malicious reviews
Amazon polices its book review system but depends on community
members to report abuses. Because Amazon reviews can be posted
anonymously, nothing prevents the occasional malicious review or
practical joke. In one well-known case, a prankster ridiculed Microsoft,
then signed the review “Bill Gates,” the name of the company’s founder.
Familiarize yourself with Amazon’s guidelines for acceptable reviews
so you can request that its Community Help department delete
inappropriate reviews. Generally, Amazon requires reviews to critique
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