One of the persistently frustrating things about Amazon’s reader reviews is that they don’t have permalinks. Reviewers can’t respond to other reviews, or even bring in references to reviews of other books. This prevents people from talking to each other. It prevents flamewars, and it prevents community.
Recently, Amazon has added several new “features” that borrow from the forms of social software. A “plog” looks like a weblog. It is a listing, in reverse chronological order, of posts about products you’ve seen or expressed an interest in. Unlike a “blog”, which consists of posts the author has written, a “plog” is a marketing newsletter, with messages from authors and others who are trying to sell you things. Apparently the right to write is bestowed by Amazon upon slected authors or marketers. The recipient of this unnatural hybrid has very little over the content. You can make a comment, and comments even have permalinks. But there is no venue inside the Amazon sprawl to use these links to write back. The user doesn’t have obvious ways to write or link. This is the opposite of user-generated content, it is content inflicted on the user.
In the same family of mutant social software is Amazon’s wiki feature. The so-called wikis appear near the bottom of a well-shaft-long scroll of various product description and review features. If you log in with a username and credit card (!), you can edit a page about that product. I need to upgrade my credit card, apparently, in order to see if the wiki even has a linking feature. It is clear from perusing the top wikis that linking isn’t part of the idiom. People who are writing collaborative commentary about, say, the XBOX, aren’t building a rich , interlinked history and knowledgebase of the games market, trends, and technology, unlike the WIkipedia entry. Instead, the Amazon “wiki” is a short and shallow review that happens to have been written by more than one person. The Amazon XBOX wiki doesn’t even have it’s own link as far as I can tell, all you can do is get to the xbox page and scroll all the way down. This is the opposite of the design pattern of atomic entries, identified by links, and interconnected by links, that allows the Wikipedia entry to grow and deepen with links to Microsoft, components, games, market trends, and related information.
The problem with Amazon’s reviews is that the absense of links inhibits the creation of community. The wikis are antithetical to the concept of building a rich knowledgebase using shared vocabulary as links. The plogs don’t allow user-generated content. In all of these “features”, Amazon’s interface designers have borrowed the appearance social software but missed the meaning and the social dynamic that makes the whole of blogs and wikis to be greater than the sum of the parts.