Web 2.0 has transformed how reputation systems are designed and used by the Web. Based on a thorough review of the existing online reputation systems and their challenges in use, this paper studied a case of Amazon’s reputation system for the impacts of Web 2.0. Through our case study, several distinguished features of new generation reputation systems are noted including multimedia feedbacks, reviewer centered, folksonomy (use of tag), community contribution, comprehensive reputation, dynamic and interactive system etc.. These new developments promise a path that move towards a trustworthy and reliable online reputation system in the Web 2.0 era.