If you can get “real people” to endorse your product – enthusiastic fans not “celebrity endorsers”… that can boost sales. Ask yourself this… how much stock do you put in the Amazon.com reviews if you don’t have a previous opinion about the product?
From Business Week
Retailers are taking a page from MySpace. They know that customers, especially the younger and more Net-savvy, want to be heard, and they also want to hear what others like them think. So increasingly, retailers are opening up their Web sites to customers, letting them post product reviews, ratings, and in some cases photos and videos. The result is that customer reviews are emerging as a prime place to visit for online shoppers.