Customer reviews to guide Amazon marketing

Amazon.com said it will use customer-generated reviews to market popular items during the holiday season.

The company announced this week it has formed a “Holiday Customer Review Team,” comprised of six of its top customer reviewers.

These consumers will provide their fellow Amazon customers with top gift picks for the season as well as helpful tips on cutting costs over the holidays, the company said. They also have been given exclusive, early access to some of Amazon's top Black Friday deals so they can share their favorites with fellow shoppers.

“Amazon's customer reviews have revolutionized the way people shop, helping consumers to make informed buying decisions,” said Russell Dicker, senior manager of community at Amazon.com, in a statement. "Our customers have come to rely on the third-party expertise our customer reviews provide, and the Holiday Customer Review Team is an extension of that resource over the holidays.”