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Follow the Leader

Perhaps the biggest leader in the area of commerce communities is Amazon. Amazon (amazon.com), which has included community features since it started selling books online in 1995. Over the years, as it has added more things to buy, it has added even more ways for users to communicate with each other. Amazon is the undisputed leader in e-commerce now, and part of its success can be attributed to its community features.

Amazon started with the obvious: book reviews. If you can buy the book, why not let people review it, too? The response was amazing—people wrote thoughtful, interesting reviews, and far more than expected.


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