Amazon recently announced that, for the holiday season, they are going to serve up videos to accompany the listings of 450 top toys. So what qualifies a toy for the top? Sales, reviews, or maybe payola from the manufacturer. Speaking of manufacturers, according the Publish World Update, an e-newsletter from Publish.com, where I read the news:

“It’s unclear whether the videos were produced by Amazon or the manufacturers of the products—although the guess is that it’s the manufacturers, to start. But the power of this video effort from Amazon will depend on the content as well as the continuing volume. Will these videos mostly be commercials, demos or candid reviews? Based on the initial few videos on the site—and not all links worked—they’re commercials, and not especially informative ones at that.”

Here’s what I found…commercial indeed.

Amazon, what are you thinking? You guys were one of the first big guns to offer customer reviews, and that social networking aspect of your super store is a big hit with me. Based on how many reviews I see when I visit, it’s big with others, too. Why not stick to that approach?

Rather than slap up commercials, how about letting visitors submit video reviews? You do? Oh.

So, I’m writing this post and I scroll WAY down the Spidey page to see if they offer written reviews to counter the commercial. Damn if I don’t see:

New feature! Amazon now allows customers to upload product video reviews. Use a webcam or video camera to record and upload reviews to Amazon.

OK, then that’s cool. Now all we’re talking about is real estate. So the Spidey commercial gets sweet placement on the page, but at least savvy Amazoners know to scroll WAY down, where they’ll find video reviews. Nice. Sing it, Spidey!

I love how Amazon artfully walks the line to appease manufacturers and consumers alike. They may be offering support for certain “top toys” via manufacturer-produced commercials, but they’re continuing to elevate the way in which consumers can voice their opinions. Manufacturers just better hope their “top toy” is indeed top in the eyes of the consumer, because glossy commercials just don’t win the game these days.