Whatever social media you use, you doubtless see regular polite/pleading reminders from your favourite authors about how important online reviews are these days, and reviews on Amazon most of all.

This isn’t just needy writers looking for some ego boost. Publishers tell us authors time and again how reviews drive vital visibility when their numbers reach the ever-shifting tipping points that trigger different promotional algorithms. How even readers who don’t shop at Amazon use the site to see what other people think of books that interest them, as they decide to buy. How publishers can even use a title’s level of reviews as one measure of a writer’s popularity and a possible predictor (among others) of interest in a possible future project.

So please support your favourite authors with Amazon reviews. As long as you are allowed to. This is where all this starts to get problematic. A pal thought to do me a favour by leaving a genuinely favourable review on Amazon only to have it rejected because their spend on the site over the last six months didn’t reach the required threshold. I went to see what was what and found this on Amazon UK –
“To contribute to Community Features (for example, Customer Reviews, Customer Answers), you must have spent at least £40 on Amazon.co.uk using a valid payment card in the past 12 months. Promotional discounts don’t qualify towards the £40 minimum.”

Since I remarked on this on social media, various other people have confirmed that the same thing had happened to them. Though what that qualifying spend might be clearly varies from time to time and place to place. That doesn’t surprise me. We already know that Amazon regularly tweaks their algorithms’ review number trigger points as they look for the best way to maximise their revenue. Other things also became apparent. You don’t have to be buying books to qualify, just stuff, because this isn’t about books, it’s about Amazon making money. Indeed, when some people found they were unable to post reviews they were told that their Kindle purchases didn’t count because the spend had to be on physical goods. Whether or not an Amazon Prime subscription counts seems to vary as well.

Why are Amazon doing this? The obvious answer is it’s a countermeasure against bots and review spam. That’s fair enough, but it’s a very, very blunt instrument. It does nothing to stop astroturfing (faking ‘grassroots’ support) by someone with a lot of pals who buy sufficient stuff online. But that’s not Amazon’s concern. They’re in business to make money, first last and always.

So what can we do? Well, the reason that reviews matter is what sells books is word of mouth recommendation. That’s been the case for ever. All the Internet has done has enabled us to tell each other about a good new book in a whole lot of new ways. So carry on doing that – but now, please try to remember to look beyond Amazon when you want to support an author by boosting a book and when you’re looking for recommendations. If you have the time and inclination, check out Goodreads maybe, and/or look for the bookbloggers that share your particular interests.

Whatever social media you use, whenever you can spare the time for a quick mention, even just a line or so, it all adds up and it all helps to boost the signal, and that’ll help keep your favourite authors writing. Thanks.