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Perhaps the retailer should provide an incentive for reviews?
Amazon contacts me by e-mail sometimes after I have made a purchase and encourages me to write a review about it. Like most everyone else, i don't work for free. If Amazon provided something, and they can attach that to the length or quality of the review, then perhaps you would get more independent reviews.
I don't think Amazon would care about a bad review, if it is for an eBook they sell plenty of the others. If it is for a physical good, then peprhaps they get a signal that they ought to focus their marketing on other goods.
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