Those “customer reviews” on Amazon.com may seem like a harmless way for readers to have their say about the books they purchase, but to book publishers, they represent a very real expansion of the traditional critical press. In fact, the most prolific of Amazon’s amateur reviewers now receive upwards of 60 free books every month from publishers hoping for a favorable nod. As the culture of online media continues to evolve, and the notion of “expert” commentary and analysis becomes ever more blurred, these unpaid book critics are starting to have a palpable effect on the industry they cover.