Interesting - Amazon has debuted Product Wikis, allowing customers to edit product descriptions. This is one step beyond the consumer reviews they're so famous for. The Church of the Customer writes:
Amazon has launched ProductWiki, a route for "customer editable product information" to appear alongside most, if not all, of the items the company sells.
This looks like a big move in several ways:
* It should help Amazon sell more because each product listing can have vastly better levels of information.
* It provides shoppers greater depth of content that bypasses marketing spin.
* It provides checks and balances to what can be seriously flawed product reviews.
* It introduces the emerging concept of customer collaboration to a massive audience.
Of course, it also introduces new levels of complexity to product marketers, who will need to keep a close ear to their product wikis and participate in the collaboration.