Shopping sites, such as Amazon, encourage consumers to create online reviews for products through product reviews. Suchreview systems enhance the value of Amazon and eBay as shopping destinations. However, Amazon takes it one step furtherby allowing other consumers to rate the reviews, creating reputation systems for reviewers. Those reviewers with the highestratings are given greater prominence. They are featured first in the listings, they are given an honorary title, membership inan honorary group, and sometimes they are even provided with products in advance of the product’s release. These reviewerswork long hours, without pay, to provide a valuable service to their fellow consumers. For instance, the top 1000 reviewerseach write hundreds of reviews. What exactly motivates this extraordinary effort? How does the reputation system ofhelpfulness votes affect the case for Amazon’s reviewers?