How Social is Amazon?

Pretty social, it seems. Here is a slide from the social design talk I’ve been giving lately:

(btw: this full-page screenshot taken with Paparazzi! on the Mac)

With lots of sites “going social” nowadays, Amazon and their amazing array of social features is often overlooked. But the amount of social content on Amazon that is provided and leveraged is astounding…especially for an e-commerce company. If Amazon didn’t have this incredible amount of social commentary, their site would only be a shell of what it is today.