We talk about Amazon often here on Get Elastic, because you’ll always find some innovation, design or usability improvement to blog about there.

Amazon sometimes attracts more reviews than customers want to read. So Amazon provides tools to filter reviews by star rating and displays the “most helpful” positive and negative review as determined by Amazon’s community.

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Here’s a tip on how to turn your customers into blogging evangelists: make it very easy for them to post customer reviews written for your site to their own blogs. Elastic Path is doing this with the Vancouver 2010 Olympic Store.

After a customer has filled in his review, there is an option to blog the review, which is a simple process that takes about 30 seconds to port the review right to the blog.

I decided to do the bulk of my Christmas shopping for the family through Olympic Store last year. So I’m going to use an example of one of my own reviews to show you how this works:

After you complete your review you see this screen:

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This post is a summary of a session I sat in on at last week’s Shop.org Annual Summit.

Web 2.0 – Intermediate
Brett Hurt, Founder & CEO of Bazaarvoice
Pinny Gniwisch, Founder and EVP of Marketing, Ice.com
Matt Corey, VP of Marketing, Golfsmith International

The first slide states that “shoppers are turning to each other” — meaning that faced with limitless choices for where to buy and what to buy which can cause “decision paralysis” and a general distrust of marketing messaging, people turn to each other for product testimonials and recommendations to make a purchase decision. And now this can be done on the Web instantly and on a larger scale than offline.

Enter the plethora of social networking (I’m avoiding the term Web 2.0 here) sites that users trust. Want some stats to support this idea?

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