Formerly from Nashville, where she produced and hosted a public television show, Heidi Jewell currently resides in Denver, where she serves as an account manager for VOCO Creative. As a marketing professional, Heidi Jewell follows trends and developments in sales and advertising, both in Denver and in the world at large.
Incentivized reviewing has been a popular strategy in online marketing since Internet-based shopping first became a part of the culture. Manufacturers send products to tastemakers and bloggers for free or for a discount in exchange for a public review. Amazon has led the way in this practice for many years, but recent lawsuits over fraudulent reviews have forced a change.
Amazon announced a ban on incentivized reviews in the first week of October. This new policy will not apply to books, leaving publishers free to send out advance copies.
Amazon intends to use this opportunity to improve upon its own in-house review system, known as Vine Voices. This system allows Amazon to send products directly to trusted viewers, bypassing manufacturers and reducing opportunities for dishonesty in marketing.